Levi Strauss & Co, one of the biggest names in the fashion industry and a long-time pioneer of sustainability, is on a mission to raise awareness of our collective responsibility to address the environmental impact of clothing production and consumption. Denim has been used since the mid 19th century, and became more popular when Jacob W. Davis manufactured the first pair of rivet-reinforced denim trousers. In 1873, Davis and another tailor named Levi Strauss created a patent on the process of putting rivets in men’s work pants for the very first time. Thus, Levi's Jeans were born. Little did they know, that their product would later become the most popular name in denim in the world. It’s no secret that fashion is one of the most polluting industries and that blue cotton jeans are one of the garments that generate the greatest environmental impact, that is why the undisputed leader of denim Levi's, is committed to concrete actions on the road to sustainability by minimising its ecological impact, and we can already see the fruits. Sustainable denim has been introduced in developed nations, as well as developing nations such as India and China. Eco-friendly jeans are manufactured from 100% organic cotton, without the use of bleach, use recycled material and reduce their usage of water and plastic. More and more fashion companies are taking it upon themselves to enforce these measures and make denim more environmentally friendly. Levi's is a Pioneer in Sustainability Positioning itself at the forefront of the sustainable revolution with innovative design practices, Levi's is now making 100% recycled denim, super-soft hemp and recycled synthetics; but for autumn/winter of 2020, it unveiled its most sustainable collection yet, which, thanks to its fabrics and fabrications, has a positive impact at every stage. For its eco-friendly Levi's Wellthread collection, the brand designed the most sustainable jeans ever made from recycled denim, in spring 2019 it introduced cotton hemp-blend garments and this season marks the first time it has used this fibre that requires less water and pesticides in garments such as chinos, dark denim, baggy jeans and a trucker jacket. Sustainability is more than a buzzword for Levi's, it is a commitment to what its conscious consumers demand, and it is constantly working to improve in areas such as fibre selection, more efficient water use, carbon management and emissions reduction, its supplier-selected chemistry programme and a worker wellness initiative. The “Back to Eco” Project Under the slogan "Sustainability is not a trend, it's a necessity", Levi's has launched a sustainability project with Back to Eco, a Spanish NGO specialising in post-consumer denim. This season it is involving its consumers to be agents of sustainable change, with the installation of DONATION WALLS in Levi's Stores of Preciados, in Madrid, and Passeig de Gracia, in Barcelona, as well as in the shops of Valencia, Seville, Vizcaya, Malaga, Albacete, Alicante, Granada, Huelva and Elche. Now it's time to take action. With this new project, Levi's and the NGO Back to Eco invite us to recycle the denim products we no longer use, regardless of brand or origin, by donating them through a recycling point in selected Levi's Stores. Back to Eco will recycle, reuse and transform the garments and fabrics to create new, durable products.
Levi's also supports local production, as the products collected in Levi's shops will be recycled in Back to Eco's facilities and workshops, thus allowing the brand to monitor and control production and, in turn, the consequent reduction of CO2 emissions associated with transport. Consumers who participate in the programme by donating denim for recycling will be rewarded with prizes through Levi's 247 app points system (1 garment donated = 501 coins), which can be redeemed on subsequent purchases. Back to Eco, the non-profit association with which Levi's is launching its local sustainability platform is dedicated to promoting and developing sustainable fashion projects and specialises in post-consumer denim. With the aim of advancing and contributing to the transition towards a circular economy, this association has created a unique workshop in which they work hand in hand with the Fundació Arrels, where they give denim a second life, designing new products made by reusing and recycling fibres. Practical, durable and sustainable products. Sustainable Practices The world's oldest jeans brand has announced its intention to become the first fashion industry to make all its products from 100% recycled cotton by 2025. Although the brand uses Supima certified cotton, the company vowed in 2017 to stop its production from cotton fields in favour of recycled old clothes. Levi Strauss & Co jeans are also GOTS and Organic Content Standard certified.