NEW YORK and AUSTIN, TX (September 20, 2016) – West Elm and Whole Foods Market introduce today an exclusive holiday collection to benefit Whole Planet Foundation, a nonprofit organization that alleviates poverty around the globe.  In partnership with Guatemalan textile group The New Denim Project, the 12-piece, limited-time collection of kitchen and tabletop items are crafted from premium, upcycled denim. One dollar from every piece purchased from this West Elm and Whole Foods Market holiday collection will be donated to Whole Planet Foundation. The collection is available now online at and will be available 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 and include coasters, napkins, placemats, table runners, oven mitts, kitchen towels and aprons.

“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.”

To further support the collaboration, West Elm and Whole Foods Market encourage customers to visit where they can access exclusive entertaining ideas and recipes. Beginning on October 1, West Elm will donate $1 to Whole Planet Foundation for each customer who creates one of the unique recipes, photographs it and shares it on social media using #WestElmxWFM, for an additional $2,000 donation to Whole Planet Foundation. Additionally, on Saturday, October 8, West Elm invites customers to visit their neighborhood West Elm store in the U.S. for a special day featuring holiday entertaining tips from West Elm’s professional in-home stylists, free treats and exclusive recipes provided by Whole Foods Market. To RSVP for the in-store event, customers should visit and select their local store.