James Curleigh, global president of the Levi’s brand, said, “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. This collection proves that you don’t have to sacrifice quality, comfort or style to give an end a new beginning.”
The eco-jeans, available for both men and women, will make up part of Levi’s Spring 2013 collection, representing the next chapter in the company’s on-going commitment to sustainable design. Previously, their Levi’s Water
They also introduced their ‘A Caretag For Our Planet’ scheme in 2009, which educated consumers about how to clean clothes with less environmental impact. The company is a member of the Better Cotton Initiative, an agreement to reduce water and pesticide use during the cotton growing process, which is better for the planet and the cotton farmers. So far Levi Strauss &Co have blended this cotton into 5 million pairs of jeans.
While it’s a few months before this new collection hits UK stores, you can still buy Levi jeans at Very.co.uk. They have skinny, bootcut and straight leg designs, so whatever your style and whatever your shape, you can look great for autumn/winter 2012. The purple pair, especially, will go great with tan boots or heels to create a bang on trend autumnal look.