C&A, a leading fashion retailer in Europe, has unveiled an exciting innovation in sustainable store design by introducing flooring made from recycled denim by-products. This new flooring solution, created using denim fabric surplus from their operations, made its debut on September 19 with the reopening of C&A’s flagship store on Vienna’s renowned Mariahilfer Strasse. C&A has also confirmed that its next store with this unique flooring concept will open in Leganés, Madrid, at the Parquesur shopping center this December.
The flooring material uses surplus denim from C&A’s Factory for Innovation in Textiles (FIT), located in Mönchengladbach, Germany. Plans are also underway to eventually include denim collected from customers in the recycled flooring. For every square meter of flooring, around one kilogram of denim off-cuts is recycled, transforming waste into an eco-friendly design feature. This process allows C&A to further reduce unused textile waste while creating visually striking store environments.
Sustainable Innovation through European Collaboration
The recycled denim flooring was developed by LICO, a Swiss family-owned business. LICO’s innovative process incorporates not only denim remnants but also cork underlays from the bottling industry and wood-based boards. Natural materials like vegetable fats and natural rubber are used to bind the denim fibers into durable flooring, which is designed to withstand the high foot traffic typical of retail environments.
LICO’s focus on sustainability extends beyond materials; the energy required for the production process is sourced from renewable energy, including photovoltaic systems and hydroelectric power. This commitment to responsible sourcing is reflected in the fact that 80% of the flooring components come from recycled materials.
Recognized for its environmental credentials, the denim flooring has earned both the Environmental Product Declaration (EPD) and Germany’s prestigious Blue Angel ecolabel. Additionally, it received the Green Collection Award in 2023, further underlining its innovative and eco-friendly approach.
C&A’s Commitment to Sustainability
Betty Kieß, Chief Communications Officer at C&A Europe, emphasized the company’s enthusiasm for this new initiative. “We are proud to pilot this innovative flooring concept, which not only repurposes denim off-cuts but also enhances the customer experience in our stores. It demonstrates our ongoing commitment to reducing waste while offering a creative solution that aligns with our sustainability goals.”
The introduction of recycled denim flooring is the latest initiative in C&A’s broader sustainability strategy, which aims to reduce waste, conserve resources, and improve the environmental impact of its operations.
C&A FIT: A Leader in Sustainable Denim Production
C&A’s FIT facility in Mönchengladbach, Germany, which supplies the denim off-cuts for the flooring, is a cutting-edge production hub. Since its establishment in 2021, the factory has been at the forefront of sustainable denim manufacturing, producing around 1,000 pairs of jeans daily while significantly lowering resource consumption. By leveraging advanced technology, automation, and renewable energy, the factory uses only 10-15 liters of water per pair of jeans, a stark contrast to the industry average of 70 liters.
In collaboration with academic institutions and industry leaders, C&A’s FIT facility continues to set new standards in eco-friendly textile production.
‘You Are Walking on Denim’ Campaign
To celebrate and raise awareness of the new recycled denim floors, C&A is launching the ‘You Are Walking on Denim’ campaign. The initiative includes a series of creative videos and social media content highlighting the innovative flooring concept. In-store, customers will be able to interact with the flooring through QR codes embedded within it, offering additional insights into the sustainable materials used in the design.
As C&A continues to innovate and enhance its sustainability efforts, the introduction of recycled denim flooring reflects the company’s commitment to leading the fashion industry toward a greener future.
