APPRECIATE GOOD JEANS, THEY ARE HARD TO COME BY

That we haven’t been doing a great job towards our World lately, must not come as a surprise to you anymore. That we are trying to do better, is also slightly true though. Moreover, that every little step can turn into great miles is also a thing we should not forget, and therefor I’d love to share this new idea of denim deposit by a Dutch Political D66 and professor Jan Jonker.


D66 and Jan Jonker believe the deposit of denim will be stimulated if people have to pay a little deposit fee when buying new jeans. When jeans are worn out or simply not used anymore the rightful owner may return it to the store or collecting point and get their deposit of €2,50 back or a discount on their new jeans.

It might be good to know that from the twenty million jeans that are annually bought in the Netherlands, only 15 percent is being recycled in the end. When you consider that with other raw materialssuch as glass, metals or plastics, the percentage of recycling is far above the 15 percent for denim, you know that some changes are necessary. Most denim can mainly be turned into a new denim, which is the perfect contribution to a circular economy, the remaining textiles can be used in the paper industry.

Most other parties are enthusiastic about it while some say that a deposit system is too expensive and not fitting for our Zeitgeist. I have compassion with both sides as I do believe that consumers need an incentive for good behaviour, always love to refer to Pavlov here, I also agree that it might be time to develop a more fitting system for it than just a deposit fee. However, I do not have a right answer to that yet myself, so I believe we should focus on the behavioural change this denim deposit stands for more than the how.

I’ve talked about it before, the most important thing in behavioural change is the fact that we get aware about the choices we make in life. When I read the first comments on this idea by the everyday consumer I was quite surprised about some of them; “As if I care about €2,50”, “let’s focus on real problems first”. As if destroying our own world isn’t a real problem, and moreover, as if it is about that bit of money, it is about the bigger perspective. The one that finds a formula to make that clear to us human beings, that will be the richest man in the world and I am not talking about money now.

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Source: AD