4 hours ago | By Samuel Trotman
Get more Denim insights as a WGSN subscriber
Mar 06, 2013
Levi’s enters the next chapter in its sustainable design initiative with the introduction of its innovative denim collection made from recycled bottles.
As one of the denim industries most iconic and globally recognised brands, Levi’s understand the social leadership role they play within the market. Over the past 4 years the brand has been aggressively pursuing new methods of design and production to reduce their environmental impact and help restore the planet.
With the goal of minimizing waste and bringing social awareness to recycling, Levi’s launched its “doing more with less” commitment in 2009 when they introduced “A Care Tag for our Planet“, an initiative to educate consumers on how to clean their clothes with less environmental impact. This initiative was followed up by the development of Water<Less, a revolutionary finishing technique that uses an average of 28% less and in some cases up to 96% less water for their denim lines. Last year the collection saved over 360 million liters of water and proved to the industry that you don’t have to forgo comfort, quality or style to be eco.
Spring/Summer 13 sees the brand take the next logical step in its sustainable design chapter with the introduction of the Levi’s Waste<Less denim collection. Made with the same quality and craftsmanship, each garment will consist of 20 percent post-consumer recycle product, equaling to 3.5 million recycling bottles being re-purposed for this season’s collection alone.
“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.”
Old-time partners, Cone Mills were on hand to develop and weave the innovative fabric that is produced from brown beer bottles, green soda bottles, clear water bottles, and black food trays. The color of the bottles used adds a beautiful undertone to the denim fabric creating a unique finish in the final product. The men’s collection will feature Levi’s 511 skinny jeans, a new modern-looking 504 straight fit, and the iconic trucker jacket, while the women’s line will feature a Levi’s boyfriend skinny.
The Waste<Less denim collection is available now from Levi’s retailers globally and on Levi’s.com, so head over to either to view the collection for yourself and begin spreading the message.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.