The original jeans brand introduces innovative denim collection
made from recycled bottles as the next chapter in its sustainable design initiative
Bangkok (18 September, 2013) – Today, the Levi’s® brand introduced a new collection of denim incorporating post-consumer waste, specifically recycled plastic bottles and food trays. Each Levi’s® Waste<LessTM product will include a minimum of 20 percent post-consumer recycled content, or, on average, eight 12 to 20-ounce bottles per jean. So far, the Levi’s® Waste< LessTM collection has utilized over 3.5 million recycled bottles.
“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 Mr. Peter Hornby, General Manager, Fashion Apparel, DKSH (Thailand) Limited. “This collection proves that you don’t have to sacrifice quality, comfort or style to give an end a new beginning.”
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< LessTM jeans. The color of the bottles used adds a beautiful undertone to the denim fabric creating a unique finish in the final product.
“With this collection, we’re doing our own small part by taking waste and making something new from it,” added Mr. Hornby. “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<LessTM 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<LessTM, 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<LessTM 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.
The Levi’s® Waste<LessTM products will be available for both men and women. The men’s products will feature Levi’s® 511TM and Levi’s® 504 TM. For women, Levi’s® Boyfriend Skinny jeans and Skinny jeans will be available. Levi’s® Waste<LessTM products will be available in Levi’s® stores nationwide. Exclusively at six Original Levi’s® Stores including Mega Bangna, Terminal 21, Central Rama 9, Central World, Central Ladprao, and Siam Center, the imported Levi’s® Waste<LessTM products will be available.
View the inspirational video of the eco-friendly collection at http://www.youtube.com/watch?v=Q6rih0bapWQ
Please visit a Levi’s® store or find more information and promotions from Levi’s® at http://www.levisthailand.com and http://www.facebook.com/levis
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