The eco-friendly table linen line is made from upcycled denim.

West Elm and Whole Foods Market are collaborating on a exclusive holiday tabletop and kitchen linen collection that will be sold at both stores and online to benefit Whole Planet Foundation.

The New Denim Project is a 12-piece, limited-time collection of napkins, placemats, table runners, oven mitts and other items crafted from premium, upcycled denim. One dollar from every piece purchased will be donated to Whole Planet Foundation, a nonprofit organization that alleviates global poverty. The collection is available now on West Elm’s website and will be sold in both West Elm and Whole Foods Market stores beginning in October.

“We are continuously seeking new ways to offer our customers choice in products and services that are both well designed and make an impact,” said Jennifer Gootman, West Elm director of social consciousness and innovation. “Together with Whole Foods Market and The New Denim Project, this collection aims to give back to the makers and artisans, to communities in need, and to the environment.”

Each piece in the collection is 100 percent cotton and constructed of upcycled denim, a process that utilizes waste from pre-consumer denim. The waste is ground back into fiber, mixed with new cotton, spun into yarn and is woven into fabrics. The process is chemical- and dye-free and more than 20,000 liters of water are conserved per kilogram of upcycled material. Most items in the 12-piece collection are priced below $40.

“Our partnership with West Elm is a perfect example of how small purchases can go a long way toward improving our world through sustainable production practices,” said Jeanne Tamayo, global lifestyle buyer at Whole Foods Market. “These pieces are beautifully designed and will look great in any kitchen.”

(Source: hfndigital.com  Author: Allison Zisko)