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Blue jeans are going green

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arudin@levi.com

26/11/12

Blue jeans are going green

Here are the green jeans! Levi Strauss is preparing to unleash its new line of ecologically-friendly jeans. Called Waste This new collection will go on sale in the spring of 2013. Each individual item will be made of minimum 20% recycled materials, which is the equivalent of 12 to 20 plastic bottles per pair of jeans. According to Levi’s, over 3.5 million recycled bottles will be used for the whole collection. The bottles and trays are first sorted by colour and then processed into polyester fibres, to then be sewn with cotton fibres. They will be used in the manufacture of two models of boy's jeans as well as a boyfriend cut for girls. We love it when fashion and ecology come together!

Levi’s president James Curleigh hopes to encourage customers to recycle more, by showing that it is possible to put waste to good use. He stated that "This collection is proof positive that used products can be given a second lease of life, without sacrificing either comfort or quality."

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