Wasteless Levi’s jeans

What do you think about jeans made from post-consumer waste such as recycled plastic bottles and food trays?

Well that’s the new path of sustainability for the Levi’s® brand.

Each Levi’s® Waste<Less™ 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™ products, which will be available for both men and women as part of the Levi’s® Spring 2013 collection.

“This collection proves that you don’t have to sacrifice quality, beauty or fashion to give an end a new beginning.” says James Curleigh, global president of the Levi’s brand.

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.

Other news is that these Waste<less™ jeans were recently introduced as part of the EKOCYCLE™ social movement.

With a dedication to supporting a more sustainable environment, the EKOCYCLE movement is committed to identifying products, such as assorted plastic bottles and aluminum cans that can be repurposed into recycled content for fashion-forward lifestyle products through the help of some of the industry’s hottest trend-setters, such as artist/producer, philantropist and EKOCYCLE ambassador Will.i.am. He pinpoints exactly what it’s all about: “Waste is only waste if we waste it.”

Levi’s® Waste<Less products will be available in Levi’s® stores globally and on Levi.com in January 2013.

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