Levi’s has introduced a new denim collection made from recycled plastic bottles and food trays, as part of its sustainable design initiative. The Waste<Less products will include a minimum of 20% post-consumer recycled content, which is around eight 12 to 20-ounce bottles per jean.
Brown beer bottles, green soda bottles, clear water bottles, and black food trays are collected through municipal recycling programs across the U.S. and sorted by color. They are then crushed into flakes and made into a polyester fiber. This is blended with cotton fiber, which is woven with traditional cotton yarn to create the denim. The color of the materials used adds a beautiful undertone to the fabric, creating a unique finish.
The Levi’s Waste<Less products will be available in-store and online from January as part of the Spring 2013 collection. The collection features skinny jeans, straight fit jeans and a trucker jacket for men, and boyfriend skinny jeans for women. James Curleigh, global president of the Levi’s brand, said:
From the beginning, we have designed our products with purpose and intent. By adding value to waste, we hope to change the way people think about recycling, ultimately incentivizing them to do more of it. This collection proves that you don’t have to sacrifice quality, comfort or style to give an end a new beginning.