Levi’s is driving change in the fashion industry through the use of sustainable materials and encouraging re-invention of old denim. This is a sponsored post.

WITH a commitment to driving sustainable change in the fashion industry, Levi’s is continually innovating in terms of sustainable materials. 

From the use of cottonised hemp, Tencel, Lyocell and EcoVero, which all feature throughout its latest ranges, these innovations contribute to a reduced environmental footprint, says a spokesperson. 

Tencel is a soft and breathable version of viscose, while Ecovero is produced from sustainably harvested wood pulp, from certified sustainable forests, and both feature in Levi’s Sustainably Soft range. 

Levi’s also encourages people to recycle or reinvent their denim, bringing new life to an old item. 

Levi’s is truly the original, having invented the blue jean, a stylish and durable denim that became the uniform of progress. 

Founded in 1873, Levi’s jeans were born out of necessity during the gold rush for miners who needed a durable product, and the riveted jean was born. 

And now, Levi’s is steering the fashion industry towards a more sustainable future.

“Levi’s has always stood up for what’s right, and doesn’t shy away from social and political issues – and sustainable fashion is an issue the brand means to take a stand for,” says a spokesperson for Levi’s. 

“We want to use this platform to drive change and make a difference.”

Levi’s ‘High Loose’ and ‘Stay Loose’ designs both feature cottonised hemp, which when compared to cotton, grows quicker, uses less water and leaves behind cleaner, healthier soils. 

“We partnered with fibre technology specialists to create a ‘cottonisation’ process that softens the hemp fibre to make it look, and more importantly feel, almost indistinguishable from cotton,” says the spokesperson. 

“Hemp also uses less energy and fewer pesticides to grow than cotton, helping us reduce the environmental footprint of the garment. It’s also designed to be 100 per cent recyclable.”

Levi’s has also created Wellthread, a seasonal collection of its most sustainably designed products, which serves to experiment and test the value of new sustainability initiatives. The Wellthread collection focuses on four principles – materials, people, environment and process.

First introduced in 2011, Levi’s WaterLess finishing techniques, which can reduce up to 96 per cent of water in the finishing process, have helped save more than 3.5 billion litres of water and recycle more than five billion more.

“We are continually innovating and looking for ways to reduce our impact on the environment and the communities that share it, every step along the way,” the spokesperson says.

“Many companies around the world are trying to do their part for sustainability, but with a reputation that is only second to oil production, the fashion industry needs to do more.

“For that to happen, both consumers and companies need to work together. With companies like Levi’s doing everything they can to produce sustainable clothing that lasts a lifetime, the future is brighter.”

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