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In collaboration with ISKO™ denim

The Perfect Synergy Between
Re-Used And Recycled Denim

Connecting with consumers in a new way by creating more value for existing products and by doing their part in “closing the circle” on cotton sustainability.

Rethinking Denim places avoidance of any kind of waste, both pre and post-consumer. Shaping a better, cleaner, and the more mindful world through our collaboration with ISKO™ denim.

Using ISKO R-TWO™ program, the old jean will be recycled as part of new products using a blend of post-consumer and post-industrial waste.

Get Involved
made simple

Give Your Jeans a Second Life

Everyone, customer or not, can send us their pre-loved jeans (any brand, style, cut, or color), get 20% off a brand-new No44 pair of jeans, and reward points via their loyalty program, on that purchase*.

Creating our most sustainable No44 ever

This unique collaboration between No44 and ISKO™ denim marks a significant milestone in our transition to circularity. We bring our vision to life by reinforcing a more circular design practice that can keep materials in circulation longer. Reducing the impact of the jeans we create, while still delivering the same timeless design we want to be known for.


How to make a difference

01 –

Pack the jeans (any brand, style, cut, or colour) in any shipping box you have. Make sure they are washed and cleaned before sending them to us*

02 –

Fill out the form below and receive in your email a shipping label to include with your jeans.

03 –

Attach the shipping label to your box and schedule a courier pick-up (Fan Courier/DHL).

04 –

Once we receive your package, you’ll get a 20% off coupon code on your email for brand-new No44 jeans and 5000 Reward Points via Access44*.

"Closing the circle" on cotton sustainability

An important step in our journey to reduce environmental impact. Rei Jean, our most sustainable product yet, is crafted from 100% reused and/or recycled materials in collaboration with ISKO™. Embracing a circular design, we ensure these jeans endure for decades, reflecting No44’s commitment to lasting quality. Together, we’re closing the circle on cotton sustainability by giving your jeans a second life. We are moving towards a more circular design practice while maintaining our timeless aesthetic.

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*To participate in the Rethinking Denim program you must be able to provide a shipping address within the EU, United Kingdom & Turkey. The more, the better: you can send us up to 3 pairs of jeans in your shipping box. For each pair of jeans that you send, you will receive a 20% off coupon code in your email. Ex: if your shipping box has 3 pairs of jeans, you will receive 3 coupon codes worth 20% off. Make sure the jeans you send us are washed and cleaned; if they are not, unfortunately, we'll not be able to use them in our program. In this case, we will further contact you in order to send them back to you. The 20% coupon code is valid on purchases of full-price No44 jeans only at (online) and can be used only once. The 20% coupon code is valid for 1 year from the issue date. The 20% coupon code is not valid on No44 pre-orders styles or products on sale. The 20% coupon code cannot be applied to previous purchases, and cannot be redeemed for cash, or combined with any other discounts or special offers. The coupon code is not cumulative with other discounts/coupon codes from the Rethinking Denim program. When you purchase a new pair of jeans using the coupon code received in your email inbox, you'll automatically get 5000 reward points on our reward program, Acess44. The earned points can only be redeemed on a future purchase. Terms are subject to change. ISKO R-TWO™ is a trademark of ISKO™. All denim collected through Rethinking Denim recycling program is recycled into new fabric by ISKO™ via ISKO R-TWO™ program. For any other enquires please contact us at Rethinking Denim will run between 05.09.2022 and 30.11.2022.