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SAN FRANCISCO, Oct. 16, 2012 /PRNewswire/ -- Today, the Levi's® brand introduced a new collection of denim incorporating post-consumer waste, specifically recycled plastic bottles and food trays. Each Levi's® Waste
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"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," said James Curleigh, global president of the Levi's brand. "This collection proves that you don't have to sacrifice quality, comfort or style to give an end a new beginning."
The Spring 2013 Levi's® Waste
Through the company's partners, PET plastic, or polyethylene terephthalate materials – including brown beer bottles, green soda bottles, clear water bottles and black food trays – are collected through municipal recycling programs across the United States. The bottles and food trays are sorted by color, crushed into flakes, and made into a polyester fiber. Next, the polyester fiber is blended with cotton fiber, which is finally woven with traditional cotton yarn by Cone Denim to create the denim used in the Levi's® Waste
"With this collection, we're doing our own small part by taking waste and making something new from it," added Curleigh. "We don't just want to reduce our impact on the environment, we want to leave it better than we found it. We are committed to making products in ways that are good for people and better for our planet."
The new Waste
About the Levi's® brand
The Levi's® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi's® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi's® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi's® brand, its products and stores, please visit levi.com.
About Levi Strauss & Co.
Levi Strauss & Co. is one of the world's largest brand-name apparel companies and a global leader in jeanswear. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's®, Dockers®, Signature by Levi Strauss & Co.™, and Denizen® brands. Its products are sold in more than 110 countries worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of more than 2,300 franchised and company-operated stores. Levi Strauss & Co.'s reported fiscal 2011 net revenues were $4.8 billion. For more information, go to levistrauss.com.