Soon the plastic from your water bottle might make it into your jeans.
Last year, Americans consumed 9.1 billion gallons of bottled water. They also spent $13.8 billion on jeans. Levi Strauss decided to capitalize on both figures for a new pair of jeans that’s beneficial to the environment and their bottom line.
Levi’s new Waste<Less jeans are created by grinding post consumer PET from water bottles, brown beer bottles, green soda bottles and black food trays into flakes and turned into a polyester fiber, which is then blended with cotton fiber. Each pair of jeans will include at least 20 percent post-consumer materials, or the equivalent of eight 12- to 20-ounce water bottles, which give the product unique undertones and sheen, the company says.
“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,” James Curleigh, global president of the Levi’s brand, says in a press release. “This collection proves that you don’t have to sacrifice quality, comfort or style to give an end a new beginning.”
The Waste<Less collection is scheduled to launch in time for Spring 2013 and will be available in all classic Levi’s cuts, with each piece retailing for anywhere between $50 and $200.
Read: 7 Reuse Ideas for Old Jeans