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Levi’s is on a drive to change fashion for good

by | Nov 29, 2021

The clothing industry is facing an over-consumption crisis. And Levi’s® is not exempt from being part of the problem. Being cognisant of its complicity, the multi-national company has taken action to change the industry over the past decade.  For instance, it has been finding new ways to produce, new ways to source, and innovations that use less water and energy. Below are three examples of the work it is doing to create a better fashion future.

Buy better. Wear Longer

Its latest campaign leans into the  Levi’s®  history of high-quality products that are made more responsibly and made to last longer, all to offer one simple suggestion: Buy better. Wear longer. It’s a proposition and a promise.  Levi’s® promises to keep making products that stand the test of time, so the consumer can keep wearing them as long as possible. This campaign is helping build the momentum of change. The more of us who support change, the more powerful and likely it becomes. To accelerate this change,  Levi’s® teamed up with six activists who are creating a positive impact in the world today.

 

Levi’s® Cottonised hemp

Levi’s® participated in the new Textile Exchange report, Biodiversity Insights, in which the company’s chief sustainability officer Jeffrey Hogue is quoted, “We need to get to a place where the protection of species, forests and ecosystems is designed into garments and the manufacturing process from the outset.” In line with this attitude, Levi’s® has developed Cottonized Hemp. Specially designed for Levi’s®, this new innovative hemp yarn is soft like cotton — and easily woven into denim styles. Why hemp? Because compared to cotton, it grows quicker, uses less water and leaves behind cleaner, healthier soils. Which in turn, helps protect earth’s biodiversity.

Levi’s® Jeans drive: Do good, feel good

Now you can actively participate in the  Levi’s® Buy Better, Wear Longer initiative. If you have jeans that you no longer wear, you can pass them on and give them new life.   Levi’s® is running a jeans collection drive from September in partnership with Clothes To Good until the end of November.

All conscious consumers can donate their pre-loved jeans (any brand) at a Levi’s® store (see list below). The jeans that are donated will be handed over to Clothes To Good, a social enterprise that is value-centred, fully inclusive and a green ecosystem. It creates employment for women in need in South Africa and in doing so ensures that jeans do not end up in landfills.

Among the organisation’s initiatives is its micro-business programme, which currently empowers 108 women – 56 of whom have children with disabilities – and supports them to become successful entrepreneurs in their communities by selling recycled, pre-loved clothes. Jeans that are not in a re-sellable condition are upcycled into new items including toys for children with disabilities.

Gladys Maluleka (left) is a seamstress and Meisi Nella Moyo (right) is part of the sorting team at Clothes to Good

By donating your pre-loved jeans, you are helping to create a more circular economy and helping to create a sustainable fashion future. Customers who donate will be rewarded with a voucher for 20% off a new pair of Levi’s® jeans redeemable at a Levi’s® store.

  • Levi’s® is a sponsor of the Twyg Sustainable Fashion Awards 2021, presenting the Student Category. Support the Jeans Drive initiative by visiting one of the following participating Levi’s® stores:
  • Waterfront
  • Century City
  • Cavendish Square
  • Tyger Valley
  • Sandton
  • Eastgate
  • Cresta
  • Clearwater
  • Fourways
  • Menlyn
  • Mall of Africa
  • Centurion
  • Mall of the North Polokwane
  • Gateway
  • Pavilion
  • I’langa (MP)

 

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Our work is in line with the United Nations Sustainable Development Goals 12, which aims to ensure sustainable consumption and production. Read More