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Levi’s CEO Says “Stop Washing Your Jeans!”


Via ecouterre.com: “Chip Bergh wants you to stop washing your jeans. Speaking at Fortune Brainstorm Green conference in Laguna Niguel, Calif., on Tuesday, the Levi Strauss CEO said that while roughly half the water usage happens during jeans production, the other half is consumed at home. Bergh also billed the denim giant as the “ultimate in slow fashion.” “We have a pair of jeans in our archives that are 135 years old, so we are the ultimate in sustainable apparel,” he said. “We build our products to last; if you treat them right, they will last a long, long time—probably longer than most people’s waistlines.”

Levi’s also happens to most sought-after brand in secondhand stores like Goodwill, making it the “No. 1 in hand-me-downs,” Bergh added.

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He also spoke about the “Wellthread” initiative, which is currently being test-driven by Dockers, a subsidiary of Levi’s. “The concept is to try to develop a line of product that is sustainable in every single facet of the word,” Bergh said. “Not just environmentally sustainable but socially sustainable and economically sustainable.””

This text has been reblogged from ecouterre.com. Read the full story and see the video here.

—DT Staff

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Posted May 28 2014 in Denim News

Did Skinny Jeans Almost Ruin America’s Currency System?


Ecouterre published an eye-opening article recently regarding one of our own favorite wardrobe staples: skinny jeans. But the eco-focused website didn’t rave about how versatile they are or how many printed options are available for spring. They accused skinny jeans of nearly wrecking America’s currency system:

In the late 1800s, when a single currency system was established, the bills were sustainably produced from waste fabric from the fashion industry. That’s right: George Washington and Abraham Lincoln were printed on fibers processed from unwanted materials, entirely compiled from recycled scraps. But a recent article published over at the Washington Post last month sheds light on how the fashion world’s love of figure-hugging jeans since the ’90’s has wreaked havoc on currency production, tainting the waste scraps with spandex and rendering them useless.

Read on…

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Imagine if your dollar bills suddenly came with a bit of stretch!

—DT Staff

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Posted Feb 10 2014 in Denim News
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