Better Denim How Our Teams Are Creating Denim Our Customers Love While Reducing Environmental Impact
28th September, 2026
Denim has been part of Cotton On’s story from the very beginning. In 1991, our first denim jacket was sold from the back of a vintage Bronco. Today, customers around the world still choose our denim for the same reason: it’s easy to wear, made for every day and designed with that unmistakable Australian ease.
That customer experience is at the heart of Better Denim. It means creating the fits people reach for on repeat in timeless washes that get better with wear. Denim that feels good from day one, works hard in a wardrobe and is made with greater care.
That’s why all new Cotton On denim is made with 20 to 30 per cent recycled cotton and finished using water-reduction processes. These changes help conserve resources while continuing to deliver the fit, quality and durability our customers expect.
For our customers, Better Denim is simple: the jeans they love to live in, made in a better way.
Exploring the innovation our team is driving in the denim space, the positive impact we’re making and the latest industry technology advancement was the latest topic in our Sustainability Academy for team.
Hosted at our Global Support Centre in Geelong, the line-up of sustainability, production and design leaders included Alice Polglase, General Manager Legal, Sustainability & Corporate Governance, Penni Donaldson, General Manager Sourcing & Production, Jessica Easson, Cotton On Production Manager Denim, and Mishay Sefton, Cotton On Head of Buying Womenswear, to showcase a powerful example of Cotton On’s sustainability work in action.
Since 2019, Cotton On has progressively increased recycled cotton content across its denim ranges, moving from 10 per cent recycled cotton to 20 and up to 30 per cent, meeting the industry benchmark while ensuring products continued to deliver on the quality, durability and value customers expect.
The impact has been significant. By incorporating 20 to 30 per cent recycled cotton fibre, the team has reduced water consumption in denim production by almost a third. Additional laundering innovations have contributed further water savings, while similar reductions have been achieved across energy use and carbon emissions.
Progress has also been driven by strong supplier partnerships. As Cotton On business’ sustainability ambitions have evolved, suppliers have invested alongside the business, adopting new technologies, equipment and capabilities that support shared goals and enable change at scale.
“Our progress in this area connects back to our purpose of making a positive difference in people’s lives,” said Penni Donaldson, General Manager Sourcing & Production. “Our customers expect us to do the right thing and to continuously improve how we operate.”
The Better Denim journey highlights an important truth about sustainability: it cannot sit within one team alone. Meaningful progress requires collaboration all teams, with every decision contributing to the overall impact of a product.
Guided by our Ethical Framework, we have a duty to protect our planet by making conscious, responsible decisions that minimise our environmental impact. We do this through our Ever Better mindset. As our business grows and we create products our customers love, we stay committed to continuously improving and challenging the way we make our products, manage our operations and invest in projects and partnerships. You can learn more about our Sustainability focus areas here.