Move over organic denim. Now there’s denim made from recycled plastic bottles. Sustainable clothing options continue to expand as consumer demand for eco-friendly fashion grows. As a part of their Spring 2013 collection, the Levi’s® Brand is launching Waste<LessTM Denim–eco jeans made from a blend of cotton and 20% post-consumer waste from recycled plastic bottles and food trays that are turned into recycled polyester fiber. In addition to diverting waste from landfills, the company claims that the Waste<Less collection saved over 360 liters of water this year.
In a press release, Levi’s Global President James Curleigh stated, “With this collection, we’re doing our own small part by taking waste and making something new from it. 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.”
This eco denim may change the future of sustainable fashion. It’s exciting when major brands jump on the eco-friendly fashion bandwagon, and Levi’s keeps pushing the envelope with their commitment to sustainability. They have already made steps toward reducing water consumption with their Water<LessTM denim and by working with cotton growers to reduce water and pesticide use. Personally, I can’t wait to get my hands on a pair of these new eco jeans!