American Eagle Outfitters and Cotton Incorporated are partnering on a denim recycling program called “Cotton. From Blue to Green.”

American Eagle Outfitters customers are invited to bring any type of denim from any brand to American Eagle Outfitters stores. The denim is then given a “new life” by being converted into UltraTouch Denim Insulation, and is provided to communities in need. Everyone who recycles their denim at the stores will receive a 20 percent discount on their entire purchase that day.

“American Eagle Outfitters customers care about the environment, and want to help communities in need,” said Marcie Eberhart, director of the AEO Foundation. “This program enables them to do both, as well as receive a fantastic offer on the new fall collection.”