Levi's most iconic jeans will be produced by recycling old denim

Levi's launches the historic models in a more sustainable way, as their production process costs high for the environment

Don't store avocado like this: it's dangerous

Levi's launches the historic models in a more sustainable way, as their production process costs high for the environment

“Better clothes, better choices, a better planet” is how the Levi's website reports, launching the new sustainable collection that cares about the environment.

But the news also concern the historical models of the clothing house, such as the iconic 501 jeans that will be produced by Levi's together with the Swedish company Renewcell which already recycles waste materials from the industry, creating new ones. Renewcell will recycle and process old denims that would otherwise have been thrown away and eventually turn them into "new" jeans. A new, ethical look for one of the most popular denims ever in a recycled key.

There are established methods for chemically breaking down wood into cellulose and for recycling it. We at Renewcell are modifying the formula to make it work on cotton and viscose

said Renewcell manager Harald Cavalli-Björkman.

The historic and colossal company that is known throughout the world also as 'the mother of jeans' has also taken part in an initiative launched by the Ellen MacArthur Foundation, an international association that collaborates closely with clothing companies, but not only, to encourage the gradual transition of their products to the circular economy.

La circularity - i.e. the production of garments that can be reused, recycled and returned to the planet, being compostable or biodegradable - is not only one of the indicators for assessing the environmental impact of a company, but represents an ethical challenge for companies and a resource for the future of the Earth.

And in the challenges and in this initiative the protagonists chosen to represent Levi Strauss & Co are the iconic 501 jeans, a timeless model that fully met all the requirements of the Ellen MacArthur foundation.

How much does a jeans really "cost"?

The environmental impact of jeans manufacturing is staggering and this is what most worries scholars and environmentalists. For just one blue jeans, more than 4.000 liters of water are needed from the cotton to the finished product and these correspond to approximately 33.4 kilograms of coal. Not to mention the pesticides in cotton plantations, the toxic substances with which the jeans are treated, their disposal and the exploitation of the workforce. All points that the circular economy wants to change, as well as many associations including the Ellen MacArthur Foundation.

The road is still very long, but the commitment made by Levi's will continue to increase the percentage of recycled cotton present in the 501 models. These jeans are however proof that a fashion icon that never sets can be the same eco-friendly and sustainable, as well as trendy.

Fonte: Ellen MacArthur Foundation

Follow us on Telegram|Instagram  |Facebook |TikTok |Youtube

We also recommend:

• Levi's Red Tap la sneakers that are rich and sold
• Jeans are polluting the world's seas: you can also find denim microfibres in the Arctic
• Comparing jeans, formaldehyde and non-recyclable elastane. Diesel the worst brand in the French test
• #RecyclingHeroes: from Leonardo DiCaprio to Coldplay, the most powerful voices that are making a difference