Levi's Goes Green With Waste

The apparel company tries to make its cotton—and customers—more eco-friendly
Eight recycled plastic bottles go into each pair of WasteLess jeans. Levi’s expects to sell 29 million WaterLess denim products this year Photo illustration by 731

Most apparel companies work hard to give their clothes the sheen of sophistication or whimsy. Levi Strauss is trying hard not to. When its latest line of jeans arrives in stores early next year, the pitch will be: “These jeans are made of garbage.” Crushed brown and green plastic bottles will be on display nearby. Eight of those are blended into each pair of Levi’s new Waste‹Less jeans, which are composed of at least 20 percent recycled plastic.

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