Denim Deal a coalition of 50 plus companies with the joining of Haelixa

After receiving approval from its steering committee Swiss traceability technology developer Haelixa joined the Denim Deal, which is a cross-industry partnership based in the Netherlands.

Basically, Haelixa DNA-based markers were used for precious gems, but since 2018 it has been applied to textiles.

Its role in a closed-loop denim supply chain has been acknowledged.

An official of Denim Deal said the circular textiles industry functions like a well-prepared machine. Besides driving efficiency and profitability, it also builds trust among stakeholders and fosters sustainable practices. She praised Haelixa’s technology for what she called its trustworthiness.



The target of the Denim Deal is that its signatories collectively produce 3 million pairs of jeans containing at least 20 percent post-consumer recycled (PCR) cotton. Besides cotton, the partners are also expected to work towards designing 5 percent PCR fibres into all future denim ranges. It is in this context that Haelixa’s will use its ability to support its partners in verifying their recycled content claims is therefore significant.



An official of Haelixa affirmed the commitment of his company to promote the use of recycled fibres through traceability and expressed joy to align with Denim Deal Group. He said the vision of Denim Deal is in line with the vision of his company for a circular economy.