August 28, 2007
Levi’s Quietly Drops Eco Brand?
Is eco no longer fashionable at the world’s leading denim brand? We don’t know why we were motivated to do so, but we walked into the Levi’s store on Broadway in NYC’s Soho at lunch and remembering that we’d ranted about their lackluster social messaging before, we thought we’d check out their eco range. But we couldn’t find them. In fact, they aren’t on sale anymore there.
The press release that was published when the Eco range was announced in November 2006 said:
“As the inventor of the jeans category, it is critical for us to continue to innovate with our products and within the category itself in order to drive positive change,” said Robert Hanson, Levi’s® U.S. brand president. Building off the brand’s world-famous product guarantee, Quality Never Goes Out of Style, Hanson added, “Given our history as a leader in responsible manufacturing and business practices, this initiative is about quality and responsibility never going out of style. With Levi’s® Eco, consumers who seek to minimize their personal impact on the environment can choose jeans that demand less from the environment without forfeiting the style or quality they’ve come to expect from the Levi’s® brand.”
When we asked about the jeans in the store, the staff didn’t know what we were talking about and eventually pointed us to the Capital E range (which may have replaced Eco we suppose - maybe eco wasn’t innovative enough for Fall 2007…). Eco Jeans are still available on the Levi’s site.
UPDATE: Levi’s responded to this article. You can see their response here.
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2 Responses to “Levi’s Quietly Drops Eco Brand?”
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August 29th, 2007 at 11:00 am
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September 2nd, 2007 at 4:09 am
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