Eco Jeans - Levi’s Responds

A spokesperson from Levi’s (let’s call him E.J.) wrote a response to this article’s where we wondered if Levis has quietly dropped their eco brand. Here’s his response to the article and further questions we posed.

E.J.: I write regarding your posting of August 28 entitled “Levi’s Quietly Drops Eco Brand?” The answer to your question is “no.” The Levis® brand is not dropping the eco line. We are committed to eco and we’re continuing to build it both in the United States and in Europe. We’ve added new and core fits to the line and will expand further through holiday and beyond.

In the United States, Levis® eco jeans made with 100 percent organic cotton are currently available in four styles for men — Capital E eco 501; 511 (skinny); 514 (slim straight); 527 (low rise boot, two finishes); and 539 (vintage straight). The men’s assortment also includes a range of knit tees, polos and long sleeve waffle tees.

In women’s, Levi’s® eco jeans are available in five styles — Wide Leg Trouser (two finishes); Hi Rise Slim Straight (two finishes); 531(low skinny); 552 (mid rise boot, two finishes); and Legging. For holiday, the women’s eco line will include jackets and skirts.

The eco line can be found in Levis® stores, Barneys (select fits and finishes) and online at levistore.com.

PSFK: We saw the Capital E jeans when we visited the store but we didn’t realize they were green - I even checked the label - why have you decided to drop eco-messaging from them?

E.J. Regarding the Capital E line, only select fits are part of the Levi’s® eco line. Available in Levi’s® stores is the 501® made with 100 percent organic cotton. Unlike other eco products, the sundries (red tab, two-horse patch) on the organic 501 are not made from organic cotton, and standard rivets and metals are used. We did not carry through with the eco branding and more sustainable sundries for this particular fit because of the iconic nature of the 501®. As I mentioned in my earlier e-mail, Red Tab line eco fits in Levi’s® stores are the 539, 514 and 527.

Other eco fits in the Cap E line are Hesher and Matchstick for men and Swank (boot cut) for women. The eco versions of these fits (the same fits can be found in other fabrics and finishes) are differentiated by the eco messaging and more sustainable sundries including the organic cotton green tab and two-horse patch, and recycled metals. Hesher and Matchstick are available at Barneys and select Bloomingdales stores. Swank will be available at select Barneys stores in October.

Original Post: Levi’s Quietly Drops Eco Brand?
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