8 Bottles, 1 Jean – The Levi’s Introduces WasteTuesday, 30 October 2012, 11:38 am Press Release: Levi's
FOR IMMEDIATE
RELEASE
8 Bottles, 1 Jean – The
Levi’s® Brand Introduces Waste
The original jeans brand
introduces innovative denim collection
made from recycled bottles as
the next chapter in its sustainable design
initiative
SAN FRANCISCO 25 October
2012 – The Levi’s® brand (www.levi.com) has introduced a new
collection of denim incorporating post-consumer waste,
specifically recycled plastic bottles and food trays. Each
Levi’s® Waste“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.”
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The Spring 2013 Levi’s® WasteThrough 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 WasteBetter 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® WasteENDS
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.
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