Madewell is aiming to incorporate more sustainable denim into their business plan. 

Madewell is aiming to incorporate more sustainable denim into their business plan. The retailer recently kicked off their five-pillar denim production improvement plan in all of its 266 factories worldwide. With its reputation based on its denim products, the company plans to improve its eco-friendly efforts; they have already dropped 15 regenerative fiber products this year, as well as released their fourth “Do Well” sustainability report which discusses their efforts and future goals. The head of sustainability at J.Crew Group—Madewell’s parent company—says “Our new denim strategy [is focused on] regenerative agriculture, circularity, people, water and chemicals.” YPulse research shows that Gen Z and Millennials believe that brands are more responsible for fashion waste than they are as consumers, so Madewell’s sustainability efforts are a step in the right direction toward a greener fashion industry. (Glossy)