The original jeans brand introduces innovative denim collection made
from recycled bottles as the next chapter in its sustainable design
SAN FRANCISCO, Oct. 16, 2012 /CNW/ - Today, the Levi's® brand (www.levi.com) introduced a new collection of denim incorporating post-consumer
waste, specifically recycled plastic bottles and food trays. Each
Levi's® Waste ™ product will include a minimum of 20 percent post-consumer recycled
content, or, on average, eight 12 to 20-ounce bottles per jean. The
Levi's® Waste ™ 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.
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"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,"
said James Curleigh, global president of the Levi's brand. "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 ™ 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
"With this collection, we're doing our own small part by taking waste
and making something new from it," added Curleigh. "We don't just want
to reduce our impact on the environment, we want to leave it better
than we found it. We are committed to making products in ways that are
good for people and better for our planet."
The new Waste ™ 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 ™, 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 ™ 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. To date, LS&Co. has blended Better Cotton into more than 5
million pairs of jeans.
Levi's® Waste ™ products will be available in Levi's® stores globally and on Levi.com
in January 2013.
ABOUT THE LEVI'S® BRAND
The Levi's® brand epitomizes classic American style and effortless cool.
Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have
become the most recognizable and imitated clothing in the world –
capturing the imagination and loyalty of people for generations. Today,
the Levi's® brand portfolio continues to evolve through a relentless
pioneering and innovative spirit that is unparalleled in the apparel
industry. Our range of leading jeanswear and accessories are available
in more than 110 countries, allowing individuals around the world to
express their personal style. For more information about the Levi's®
brand, its products and stores, please visit levi.com.
ABOUT LEVI STRAUSS & CO.
Levi Strauss & Co. is one of the world's largest brand-name apparel
companies and a global leader in jeanswear. The company designs and
markets jeans, casual wear and related accessories for men, women and
children under the Levi's®, Dockers®, Signature by Levi Strauss & Co.™,
and Denizen® brands. Its products are sold in more than 110 countries
worldwide through a combination of chain retailers, department stores,
online sites, and a global footprint of more than 2,300 franchised and
company-operated stores. Levi Strauss & Co.'s reported fiscal 2011 net
revenues were $4.8 billion. For more information, go to http://levistrauss.com.
SOURCE: Levi Strauss & Co.
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