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For 140 years, the Levi’s® brand has made its 501® jean with the same care, craftsmanship and attention to detail. To that, they’ve added recycled plastic.
The Levi’s® 501® WasteLess™ jean is limited-edition and made exclusively for EKOCYCLE™. That’s the social movement founded by legendary musician and producer will.i.am in partnership with Coca-Cola. The goal of this jean and EKOCYCLE™ is to change the way we think about recycling choices and waste.
Each 501® WasteLess™ jean is made with 29% post-consumer recycled content, using an average of eight recycled plastic bottles. This year, you might be wearing one of the plastic bottles you drank from – and recycled – last year.
Levi Strauss isn’t the first clothing manufacturer to create a new product line from recycled plastic. In 1993, Patagonia became the first outdoor clothing manufacturer to create fleece made from post consumer recycled plastic soda bottles, and the company’s support of recycling via their manufacturing continues. According to Patagonia’s website, the company has saved some 86 million soda bottles from the trash heap over the past thirteen years.
Another apparel company who incorporates sustainability throughout their business model is Puma. InCycle is the company’s first 100 percent biodegradable or recyclable clothing, accessory, and footwear collection. Puma’s efforts towards creating InCycle recently earned them Cradle to Cradle Products Innovation Institute’s product certification.
For an update on the Cradle to Cradle progress, check out The Upcycle: Beyond Sustainability – Designing for Abundance, the new best selling book from pioneers William McDonough and Michael Braungart.
When it comes to plastic use and its impact on human health and the environment, the various statistics are nothing short of disturbing: plastic takes up to 1000 years to degrade in a landfill; 92 percent of Americans age six or older test positive for BPA; Americans use 2,500,000 plastic bottles every hour.
Check out this video, which features will.i.am, along with Levi’s® James “JC” Curleigh and Jonathan Kirby.
Read more at the original post at http://www.triplepundit.com/2013/05/levi-strauss-creates-sustainable-jeans/
Originally Posted on Eric Block on Responsible Branding.