For AW 2020, Levi’s is unveiling its most sustainable collection to date. In an age where climate change is paramount to our daily life and most of us are looking to make more considered choices, this collection couldn’t be timed better. Responsible and ethical worker and environmental practices are at this core collection, as well as textiles created from recycled materials and innovative new fibres.
Supplied
Levi’s goal is that by 2021, 80% of Levi’s jeans and trucker jackets will be made with Water<Less techniques. This technology uses more than 20 different manufacturing techniques that mean that Levi’s can produce the same pair of jeans you know and love (ribcage straight leg, we’re looking at you), but using less water. Levi’s mainline also supports sustainable cotton farming and the farmers behind it, teaching practices that use less water and less harmful chemicals. Water<Less was established in 2011, and since then Levi’s have saved more than 3 billion litres of water and recycled another 5 billion!
Supplied
How innovative is this technology?
Very! Instead of washing denim with fabric softener to create that worn-on feel, they might tumble the denim with bottle caps or golf balls, no water necessary!
Supplied
Levi’s sustainability efforts aren’t limited to water either, they also have their Better Cotton Initiative. This activation teaches millions of farmers smarter farming practices such as how to grow more cotton whilst using less water and less harmful chemicals. They learn to grow more from less, which enables increased pay for them too. Levi’s is a founding member of the initiative and today more than 1.5 million farmers benefit from it. By the end of 2020 more than 5 million farmers will grow Better Cotton, which will make up 30% of the world’s cotton supply!
Supplied
So how can we get involved?
Repair: ‘Jeans only get better with time’ according to Levi’s, so keep yours for as long as possible. The most sustainable thing you can wear is what you already own! Think twice about throwing away your damaged denim as Levi’s Tailor Shops can extended the life of your pieces by patching, mending and replacing buttons. You’re helping the environment – and giving your denim a little soul.
Supplied
“We recognize that the apparel industry is very resource-intensive. Way too many garments end up in landfills. One thing that’s really beautiful about our jeans is that they stay around for generations. They become vintage treasures.” —Una Murphy, Levi’s Senior Innovation Designer
Supplied
Reimagine: turned your tatty jeans into a pair of cut-off shorts? Whatever workable denim scraps you have, Levi’s expert tailors can transform them into pretty much anything you dream up. Or if you’re feeling creative have a go at a little at-home customisation by following Levi’s DIY projects on the Levi’s blog.
Supplied
Recycle: whatever you do, keep your denim out of landfills. Jeans, and denim in general, are so durable it can live many lives. In partnership with Emirates Red Crescent, you can drop off your jeans at Yas Mall, Abu Dhabi, Mall of the Emirates, Marina Mall and Mirdif City Centre in Dubai and receive 25% off a new pair until the 5th of October. You can donate them to a friend or sell them to a re-sale company or site such as Retold, anything but throwing them away.
Supplied
Check out the latest collection at levis.com.