Online furniture retailer SofaSale is urging Hong Kong people not to dump their unwanted denim but donate it instead to be recycled into furniture.

It has just launched a Recycle Your Blues campaign to draw attention to the waste problem in Hong Kong, which ranks among the world’s biggest waste producers in the world with an annual average of 530kg a head.

So rather than throwing out old pairs of jeans, it is encouraging people to donate them so SofaSale can turn them into sofas at its Quarry Bay production room, which handles custom orders.

Jeans can be left at SofaSale’s Tsat Tsz Mui Road outlet in Quarry Bay.