Levi’s Quietly Drops Eco 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.
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: