Levi's unveiled the most sustainable jeans in the brand's history. The main material for this denim is organic cotton and modern Circulose material from Re:newcell. Levi's Wellthread lab researchers have been working on this development for over five years. Each pair of jeans is 20% recycled denim, 20% viscose and sustainable raw materials, and 60% organic cotton. Also, in the production process of new models, waste of water, chemicals and CO2 is reduced. What's more, the new jeans were created with the possibility of recycling. “We’re transforming old jeans into high-quality materials, moving us beyond traditional cotton recycling, which shortens and breaks fibers. By using high-quality fiber, Levi’s jeans last longer, and designing for circularity allows our old jeans to become new jeans again and again," said Una Murphy, Levi’s senior designer for innovation.
The Circulose material, which Levi's will use in the new designs, is made from repurposed discarded cotton fabrics using a paper-like process. Excess and waste of fabric are destroyed due to water and color staining disappears. The slurry-like mixture is dried and then converted into rayon fiber, which is combined with cotton and woven into new fabric.
In the Levi's collection for men, jeans made from new materials will be available in the classic 502 silhouette, and in the women's collection in the High Loose style.