8 BOTTLES, 1 JEAN – THE LEVI’S® BRAND INTRODUCES
WASTE<LESS DENIM COLLECTION
Levi’s introduces innovative denim collection made from recycled bottles as the next chapter in its sustainable design initiative. This new collection incorporates the denim incorporating post-consumer waste, specifically recycled plastic bottles and food trays.
Each Levi’s® Waste<Less
The product will include a minimum of 20 percent postconsumer recycled content, or, on average, eight 12 to 20-ounce bottles per jean. The Levi’s® Waste<Less TM products, which will be available for both men and women as part of the Levi’s Spring 2013 collection, represent the next chapter in the company’s ongoing commitment to sustainable design.
James Curleigh, global president of the Levi’s brand says
“From the beginning, we have designed our products with purpose and intent. By adding value to waste, we hope to change the way people think about recycling, ultimately incentivizing them to do more of it.This collection proves
that you don’t have to sacrifice quality, comfort or style to give an end a new beginning.”
The Spring 2013 Levi’s® Waste<Less collection will utilize over 3.5 million recycled bottles. The Spring 2013 men’s products, which will be available globally, will feature
- Levi’s® 511 Skinny jeans
- A new modern-looking Levi’s® 504 Straight Fit jean
- And the iconic Levi’s® Trucker jacket.
For women, Levi’s® Boyfriend Skinny jeans in a progressive fit will be available in the U.S. and Europe.Through the company’s partners, PET plastic, or polyethylene terephthalate materials – including
brown beer bottles, green soda bottles, clear water bottles and black food trays – are collected through municipal recycling programs across the United States. The bottles and food trays are sorted by color, crushed into flakes, and made into a polyester fiber. Next, the polyester fiber is blended with cotton fiber, which is finally woven with traditional cotton yarn by Cone Denim to create the denim used in the Levi’s® Waste<Less jeans and trucker jackets. The color of the
bottles used adds a beautiful undertone to the denim fabric creating a unique finish in the final product.
The new Waste<Less collection is only the latest chapter in the company’s commitment to doing more with less. In 2009, Levi Strauss & Co. introduced “A Care Tag for our Planet,” an
initiative to educate consumers on how to clean their clothes with less environmental impact; it also encourages them to donate used jeans to Goodwill rather than throwing them out. This initiative was followed up by the development of Water<Less , a revolutionary finishing technique designed to reduce the use of water in the finishing process by up to 96 percent for some styles. This year, the Levi’s® Water<Less collection saved over 360 million liters of water. Additionally, the company is a member of the Better Cotton Initiative, which reduces water and pesticide use during the cotton growing process, and economically supports hundreds of thousands of cotton farmers. Better Cotton Initiative is a group of companies that work with local nongovernmental organizations in Pakistan, India, Brazil, and Mali to teach farmers how to grow cotton with less water. The first of the cotton was harvested last year, and Levi’s blended its share into more than 5 million pairs of jeans.. Each has about 5 percent of the low-water cotton, though the members of the initiative agreed not to label products using that special cotton as such.