Levi’s Releases 2 Million Pairs Of Sustainable Fiber Jeans

Levi’s Releases 2 Million Pairs Of Sustainable Fiber Jeans

The apparel company has worked with over 40,000 farmers to produce sustainable cotton to benefit our environment and community.

Alice Chan
  • 7 november 2011

Following the launch of Water<Less jeans, Levi’s celebrates its release of 2 million pairs of Levi’s and dENiZEN jeans containing a blend of Better Cotton. Grown under the Better Cotton Initiative, this sustainably farmed fiber is healthier to the environment and less harmful for communities to farm. The initiative is working with 40,000 farmers to produce cotton using less water and chemicals while raising labor standards and income levels and is supported by a range of apparel and retailer companies such as adidas and Gap Inc.

Brianna Wolf, senior specialist leading the Better Cotton program for Levi’s global environmental sustainability team, explains Levi’s dedication to the initiative:

Better Cotton only makes up about 5 percent of the composition of Levi’s 2011 Fall jeans – and that’s a symptom of supply restriction. Our long-term goal is to source ‘Better Cotton’ for 100 percent of our virgin cotton needs.

As Levi’s exec Erik Joule told the audience at PSFK CONFERENCE SAN FRANCISCO, Levi’s is attempting to overhauling their entire manufacturing system to make it more sustainable and less wasteful.


Better Cotton Initiative

+consumer goods
+Environmental / Green
+fashion / apparel
+fitness / sport

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