Reliance Retail and Code Effort join hands to launch the world’s first jeans made of discarded cigarette butts as part of the Lee Cooper Eco Collection.
Naman Gupta, Founder & Director, Code Effort
According to Naman Gupta, Founder and Director of Code Effort, 4.5 trillion cigarette butts are disposed of globally every year, of which a 100 billion are in India. This led Code Effort to find practical ways to upcycle them. And in collaboration with Reliance Retail came up with the idea of making jeans from cigarette butts.
“We’re rewriting the fashion playbook by turning unusable into sustainable” says Jayesh Sali, head of marketing at Reliance Retail (Fashion & Lifestyle). Explaining that each pair of jeans is made from about 600 cigarette butts, he says, “We realise that we need to recycle them and eliminate them from our environment. So we worked with Code Effort to create an innovative product.”
Explaining the process, Naman says they work with associates in about 250 districts to collect discarded cigarette butts. “We have developed a system to recycle all the components, plus the effluents that it traps which are often hazardous and can destroy the ecosystem,” he states, adding that the fibre is thoroughly cleaned before it is sent to the mill. “We started out by making toys for children with upcycled cigarette butts, so we follow a process where it is lab tested and proven safe enough to come into contact with the mouth.”
About two years ago, Code Effort tied up with a mill in Jodhpur to make yarns, and then started working with weavers. “When Reliance wanted to make a denim from their collection using recycled fibres, we started trials to come up with a textile that is breathable, smooth and suitable for Indian summers,” says Naman.
“This was pilot project, so it was an experiment for us too,” says Jayesh, adding that the fabric passed all checks and tests, with a performance on par with conventional denim. The jeans will be a part of Lee Cooper’s Autumn-Winter 2024 collection and will be launched by July-August.
