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.

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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.

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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.