LEVI’S ®

Sustainability is fashionable
By Laura Martínez

 

The world is in a constant battle against climate change, something that also includes one of the most pro table and polluting industries in the world: fashion. It’s time to change, and one of our favourite brands wants to raise awareness among its huge follower base and beyond. Levi’s ® has announced a commitment to promote sustainability in the vast majority of its product range for the spring / summer season 2021. Raise your hand if you’ve never owned a pair of Levi’s ® jeans. The legendary brand that never goes out of fashion and combines classic American style and denim like no other, has backed your best moments in jeans since 1873.

The world leader in jeans, and one of the largest textile companies in the world, makes you think of Paul Newman and Robert Redford in “Butch Cassidy and The Sundance Kid,” Rachel and Monica from “Friends” in their Mom Jeans and that photo of your parents on their honeymoon wearing a pair of Levi’s ® cut o shorts. This brand has been a part of our collective imagination for as long as we can remember, and with great power comes great responsibility: a commitment to the planet, now more than ever. Aware that the planet is in a critical situation and urgently needs our help, Levi’s ® has committed itself to protecting the environment with a collection that is inspired by nature called: Second Nature. It combines the latest trends in outdoor style with loose- tting, functional and sustainable garments. Fabrics such as ‘Cottonized Hemp’ reduce water and energy usage in the manufacturing process.

Levi’s has set out to make a real contribution and truly transform the fashion industry with initiatives such as SecondHand, (only available in the USA at the moment) where buying Levi’s ® products means keeping them and enjoying them for as long as possible, and Repair & Reimagine which aims to reduce waste and give your denim a second life. Recycled materials are an important part of achieving the sustainability we so desperately need, which is why this season Levi’s ® bags and backpacks are made from polyester derived from recycled plastic bottles, and sandals made from recycled straps and harvested seaweed. Concept will take part in this initiative, which will see our employees wearing this classic brand whose only constant is evolution.

Clearly there is a long way to go in the ght for sustainability, and this applies to industries across the board, but we are beginning to see the light at the end of the tunnel with large companies starting to do their part and set a global example. Levi’s ® sets the standard in everything it does, and this change of course shows that being sustainable is more fashionable than ever.

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