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Levi’s Releasing Unmarked Sustainable-Cotton Jeans Into The World Market

Levi’s, concerned as all get out about the state of Planet Earth right now, is releasing a set of 2 million sustainable cotton jeans with plans for increasing that number in the near future. The jeans are made with sustainably grown cotton in an effort to help reduce the brand’s harmful impact on the environment. This “better cotton” program aims to reduce the amount of water consumed by the crops during the most basic stages of denim production. Cotton itself soaks up nearly 50% off the water a pair of jeans uses in its lifetime, and that’s no good. So the Better Cotton Initiative is educating farmers on ways to produce cotton using less water and less pesticide.

The jeans are being released now in North, South and Central America, Europe, and Asia… but don’t look for special labels.”Initially, the jeans made with the Better Cotton blend will not be marked by individual Better Cotton labeling, so as to avoid creating a niche market that drives the price up and to give time for the supply to meet the demand,” says Brianna Wolf, senior specialist for Levi’s Office of Global Environmental Sustainability.

levis campaign denim jeans

—Michelle Christina Larsen

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Posted Nov 09 2011 in Denim News
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