About Us
The Problem
In today’s digitally saturated world, young people are increasingly experiencing stress, anxiety, and social isolation, with over 60% reporting higher stress levels linked to social media and constant comparison. This has contributed to declining mental well-being and weaker real-world connections—an issue that consumers and institutions alike are beginning to take seriously.
At the same time, the fashion industry presents a significant sustainability challenge, accounting for nearly 10% of global carbon emissions. The denim sector alone generates 2.16 million tonnes of waste annually, despite selling 1.24 billion pairs of jeans each year in a $113.66 billion global market. Less than 1% of clothing is recycled, while a single pair of jeans can require up to 10,000 litres of water to produce. Although awareness around sustainability is high, especially among youth—one of the largest denim-consuming segments—fast-fashion habits continue to dominate, revealing a clear gap between intent and action.
Our Solution: DeNew
To build a future where everyday products support emotional well-being as much as they support the planet— redefining sustainable fashion by using upcycled denim as a medium to foster confidence, community, and conscious living. DeNew addresses both challenges by integrating mental well-being with sustainability. By upcycling discarded denim into purpose-driven products, DeNew reduces environmental impact while turning everyday fashion into a tool for confidence-building, self-expression, and mindful consumption.
To design and deliver simple mental wellness tools through thoughtfully crafted products made from recycled denim, that promote everyday emotional well-being and sustainability.
Vision
To build a future where everyday products support emotional well-being as much as they support the planet
