The famous denim company, Levi Strauss & Co, is becoming more environmentally-friendly. The company has decided to go on a recycling campaign where they plan to recycle 3.5 million bottles and then incorporate it into their new collection. This campaign will not only help the environment but will also create awareness among its many consumers.
The company rolled out their Water<Less collection last year where the company had successfully reduced the amount of water in the creation of their denim jackets and their denim jeans by up to 20 percent. This year, Levi’s has rolled out their latest collection which they call their Waste<Less collection.
A pair of the latest Waste<Less denim jeans will contain about 300ml to 500ml plastic bottles. These plastic bottles come from the food trays and beer bottles which have been collected by recycling plants in the US. The plastic’s material consists of polyethylene terephthalate materials or PET.
Cone Denim, the partner of Levi’s, will use the recycled materials to produce a hybrid cotton yarn. Once the bottles have been collected, they will be reduced to flakes where they will be converted into a polyester fibre. This polyester fibre will then be mixed with cotton fibre.
Levi’s has announced that the fabrics will be similar to the colour of the plastics that they have used. Their global head, James Curleigh, has announced that the company aims to increase awareness in the value of recycling by making people see the creative ways that waste can be put into use. He added that this denim collection has proven that recycled waste can be turned into products of quality that not only are comfortable but stylish as well.
Levi’s is just one of the many clothing brands that are using post-consumer waste in their products. The other companies that are following this trend include Adidas and Nike. The aim of Levi’s isn’t to stop the production of plastic bottles but to produce a trickle effect on the industry.
Using waste products will help reduce the area of land that will be required to grow cotton. The disposable plastics will also have a longer lifespan as it can be converted for further uses. Eventually, this recycling practice may become more widespread and would even help reduce energy consumption