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Levi’s Launches Sustainable-Cotton Jeans

As one of the largest denim producers in the world, Levi Strauss & Co. wanted to make a difference in people’s lives that extended beyond fashion. As part of this strategy, the company is releasing 2 million pairs of jeans made with sustainably grown cotton to help reduce the company’s environmental impact and improve the lives of cotton farmers. The new jeans are made of a blend of “Better Cotton,” grown as part of the Better Cotton Initiative, and other fabrics. This mission first began in 2007, when the company performed a lifecycle assessment to see what the environmental footprint was for a single pair of jeans–from growing the cotton for the denim to design, production and wear until the consumer ultimately discards them. Going into the study, the team assumed it would be the continual washing by the owner throughout the life of the jeans that caused the most environmental harm, but they were surprised to learn it was actually growing the cotton that had the most impact. Cotton is a “thirsty crop” that accounts for 49 percent of the water used during the lifecycle of the jeans, according to Brianna Wolf, senior specialist for Levi’s Office of Global Environmental Sustainability. More…

News selected by Covalence | Country: Global | Company: Levi Strauss & Co. | Source: ApparelNews.net

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