Premium denim label Rag & Bone is joining Cotton Inc.’s Blue Jeans Go Green initiative, encouraging shoppers to bring unwanted denim to any of its 24 specialty stores in the U.S. to be upcycled.

Since 2006, Blue Jeans Go Green has been helping families in need by collecting unwanted, used denim and repurposing the material to create UltraTouch Denim Insulation. Made by Bonded Logic Inc., the insulation consists almost entirely of natural denim and cotton fibers that are 100 percent recyclable, reducing landfill waste.

Blue Jeans Go Green distributes a portion of the insulation to organizations like Habitat for Humanity to help rebuilding efforts across the country. Over one million pieces of denim has been diverted from landfills and over two million square feet of UltraTouch Denim Insulation has been generated through the Blue Jeans Go Green project.

From now until Dec. 31, Rag & Bone will accept denim jeans from any brand, and in exchange will provide a 20 percent discount on purchases of its full priced jeans. There is no limit on the amount of denim that can be donated at each of the Rag & Bone stores. However, the special discount may only be redeemed on the day of drop off. Recipients will be able to purchase an unlimited amount of Rag & Bone full priced jeans in store that same day.

Blue Jeans Go Green has become a popular program for brands and retailers to promote in their stores. Previously, Madewell, Guess and Saks Fifth Avenue launched incentive programs to encourage customers to drop off unwanted jeans.

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