Retailer Vanity Inc. Partners with COTTON. FROM BLUE TO GREEN.® and Collects Over 100,000 Pairs of Jeans

Donated Denim to Become Insulation for 200 Homes in Communities in Need

Thursday November 19, 2009
New York, NY

In September, Cotton Incorporated partnered with fashion specialty retailer Vanity Inc. to launch a nationwide denim drive through the COTTON. FROM BLUE TO GREEN.® denim recycling program. After collecting denim for a six week period, the retailer exceeded its goal of collecting 100,000 pairs.

“We’re delighted that Vanity has surpassed the impressive goal of collecting 100,000 pairs of jeans for the COTTON. FROM BLUE TO GREEN.® denim recycling program, which will now be converted into UltraTouchTM natural cotton fiber insulation to aid communities in need,” says Paula G. Rosario, Vice President, Consumer Marketing - Strategic Alliances, Cotton Incorporated.

The denim drive was held from September 16 to November 3 in all 200 Vanity stores. Each location set a goal to collect 500 pairs of jeans, which is enough to insulate one home. Each Vanity store used various outlets to reach out to their local community, with one individual store collecting approximately 9,000 pieces of denim. In total, Vanity has collected approximately 105,000 pairs of jeans, which will be enough to insulate 200 homes in communities in need.

"We are thrilled to have partnered with Cotton Incorporated in this promotion, and to have exceeded our ambitious goal of collecting 100,000 pairs of jeans to insulate 200 homes,” says Rick Weinstein, Vanity President and CEO. “This was a total company effort that reflects the commitment, spirit, and creativity of our employees. Many of the grass-roots efforts by our stores working within their local communities were truly amazing, and reaffirm one of our core principles: to better serve the communities in which we operate,” Weinstein added.

About Vanity/

Vanity and eVanity offer junior fashion apparel and accessories, and attribute much of the companies’ success to the Vanity brand denim line. The Vanity brand carries sizes 0-17 in tops and jeans with waist sizes from 25 inches to 34 inches, with inseams up to 37 inches. For more information, visit


The first COTTON. FROM BLUE TO GREEN.® denim drive in 2006 collected 14,566 denim pieces nationwide; more than double the anticipated amount. In 2007 and 2008, the COTTON. FROM BLUE TO GREEN.® denim drive expanded its reach through partnerships with national retailers and organizations, including National Jean Company, Ernest Sewn, Gap, G by Guess, and Guess by Marciano, as well as Warner Bros. Pictures. To date, the natural cotton fiber insulation produced has been used in building new homes for more than 180 families in the Gulf Coast region.

For more information about the COTTON. FROM BLUE TO GREEN.® denim drive, visit

About Cotton Incorporated

Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton. The Program is designed and operated to improve the demand for and profitability of cotton. For more information about Cotton Incorporated visit


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