Rag & Bone has become the latest fashion brand to sign up to Cotton Incorporated's Blue Jeans Go Green denim recycling program.

The New York brand will be offering customers a 20% discount on full-price jeans for every pair of old denims donated for reuse from this Tuesday in its specialty stores nationwide, WWD reports. The jeans can be any brand name, and there is no limit to the number that can be donated, or to the number of discounted jeans purchased at any one time, and the campaign will run through December 31 of this year.

"Now, more so than ever, each and every one of us has a responsibility to do our part to protect our environment," Marcus Wainwright, chief executive officer, founder and creative director of Rag & Bone, told WWD. "The Blue Jeans Go Green Initiative is making great strides in helping brands make a difference and we are honored to be launching this Denim Recycling Program."

Blue Jeans Go Green ‘upcycles' denim and repurposes it as insulation for buildings -- a portion of which is donated each year to communities in need. The concept was born in 2006 and has since grown rapidly, recycling over 1 million pieces of denim that could otherwise have been destined for landmines, and partnering with brands including Guess, J.Crew and BCBGeneration to encourage shoppers to donate their denims to the cause.

Sustainable clothing has become increasingly popular over the past few years, as the fashion industry becomes more pro-active in attempting to cut down its carbon footprint. Retail giant H&M launched its fourth "Close The Loop" denim collection, made from recycled cotton, on October 5, while high-end designer Stella McCartney unveiled a partnership with ocean debris recycler Parley back in June that saw her incorporate yarn spun from reclaimed and recycled ocean plastic into some of her designs.

For more information on Blue Jeans Go Green, see http://bluejeansgogreen.org/