US based Jeans giant, Levi Strauss & Co has become the latest retailer to partner with Cotton Incorporated so as to encourage shoppers to recycle denim with its new campaign.
The Blue Jeans Go Green campaign asks consumers to drop any denim from any brand into the recycling box kept at Levi Stores and outlets. In exchange, shoppers receive 20 per cent discount on single item they purchase.
Recycled jeans under the Blue Jeans Go Green initiative can take on many new functions, but denim donated at the Levi Stores will be upcycled into UltraTouch Denim Insulation, a portion of which will go towards community-oriented projects including libraries, hospitals and schools.
Many apparel companies are encouraging recycling amongst their consumers through new programmes or innovating using recycled clothing. Earlier this month, renowned apparel retailer American Eagle Outfitters collaborated with Cotton Incorporated on a similar scheme.
Levi’s commitment follows the launch of its latest capsule collection of responsibly made products featuring a new form of “cottonised hemp” denim thus marking another step forward in its quest to create a more sustainable denim industry.
“We hope consumers will respond in force, bringing in denim they are no longer using to take advantage of both the chance to extend the life of their garments and to get 20% off one item in store. We also hope this is just one small part of a much broader conversation between brands and consumers that will help us all work more sustainability and drive towards a far more circular approach to both product development and commercial consumption.” – Michael Kobori, Vice President of Sustainability, Levi Strauss & Co
