Levi’s WasteLess Denim

In another positive step forward for the mainstreaming of green fashion, iconic denim brand Levi’s have just announced a new WasteLess Denim Collection which will be made from a minimum of 20% post consumer recycled waste. This new collection, part of the Spring 2013 range, will use more than 3.5 million recycled plastic bottles and food trays all up. The bottles and food trays are crushed and made into polyester fibre, which is then blended with cotton and woven with traditional cotton yarn to create the denim. This isn’t the company’s first foray into sustainable fashion. In 2009 they introduced a Care Tag for Our Plant, an initiative to educate consumers on the environmental impact of their clothing choices and this was followed up in 2010 with the WaterLess Jeans Collection, a technique which resulted in up to a 96% reduction in water use to produce some styles. Bring on the double denim!