Global denim leader, Levi Strauss & Co has officially launched Levi’s most sustainable jeans ever.
After five years of research in circular denim design, Levi’s new sustainable jeans are made of organic enriched cotton and circulose, a new natural material developed in Sweden by re:newcell.
Circulose is a material repurposed out of discarded cotton textiles from worn-out denim jeans. The process involves breaking down the unwanted fabric in water, while the color of the material is stripped away using eco-friendly bleach. Once the mixture dries up, it leaves behind a sheet of Circulose, which turns into viscose fiber. Afterward, the material is combined with cotton and woven into a new fabric.
The sustainable jeans will be available as part of its Wellthread line in the classic 502 tapered fit for men and the High Loose style for women, a modern interpretation of a classic '90s style with a loose leg and flattering high rise.
The garments are formed of 20 percent recycled denim, 20 percent sustainably sourced viscose, and 60 percent organic cotton. The denim reduces the water, chemical, and CO2 footprint during manufacturing. Also, the new denim jeans have been designed to maximise recyclability, the brand explained in a statement, as it wanted to ensure that its new sustainable jeans could be regenerated into new jeans again, from the trims to the thread.
Commenting on the sustainable jeans, Una Murphy, Levi’s senior designer for innovation, said: “We want to recycle Levi's jeans in a way that doesn't diminish their quality. By collaborating with Re:newcell, our garment-to-garment recycling takes an important step forward. Recycling keeps garments out of landfills and minimises the use of natural resources. We're transforming old jeans into high-quality materials, moving us beyond traditional cotton recycling, which shortens and breaks fibres. By using high-quality fibre, Levi's jeans last longer, and designing for circularity allows our old jeans to become new jeans, again and again.”
The Levi’s Recycled Denim Women’s High Loose and Recycled Denim Men’s 502 are priced £115 each and are available on Levi’s app and Levi’s website.
By Maria Peftouloglou