MADEWELL X COTTON

BJGG DENIM TOUR

Madewell partnered with Cotton Inc. X Blue Jeans Go Green on a national denim donation project to collection 40,000 pairs of denim to be recycled into housing insulation for Habitat for Humanity projects.

This initiative took place in Madewell stores nationwide. The National Denim Recycling Tour kicked off in New York with a custom designed vintage pickup truck, custom large scale donation crates and a fleet of branded Dutch bicycles traveling around the city to collect unwanted denim. Brand Ambassadors with donut filled cigar trays greeted pedestrians and drove traffic to area stores.

In Los Angeles, The National Denim Recycling Tour kicked off with a private VIP event, followed by stops at USC, Abbott Kinney, and The Grove.

The National Denim Recycling Tour will continue through 2017 with stops scheduled in cities nationwide.

THE XA APPROCH 

WE BELIEVE WE ARE ONLY AS GOOD AS OUR LAST EVENT.

WE’RE XA.