Levi Strauss is just one of many denim lines clothing the majority of the planet so it was great to hear that they’ve wrapped their brains around their denim’s lifecycle.
Lucky 3P writer Jen Boynton says of her recent dinner with Levi’s and a gaggle of writers: “The Levi Strauss folks came across as down to earth and honest. We talked about the sweatshop labor that plagued their press coverage in years past and how it started the company on the road to sustainability: first socially, with safe working conditions and fair labor practices, and now environmentally, rolling out EPA wastewater standards for all their international factories, life cycle analysis and energy reduction plans.”
Sounds to me like Levi’s is getting the environmental spirit.
By their partnering with Goodwill to promote “A Care Tag for Our Planet,” Levi’s new initiative aims to put billions of pounds of unwanted clothing to good use instead of into landfills. How? By using a new Levi’s tag and launching a campaign to encourage the owners of Levis to donate their jeans to Goodwill when they are done.
Goodwill can then resell to Levi’s fanatics as well as those who need affordable clothing, and provide job training programs to at-risk populations.
According to the Goodwill site, beginning in January 2010, the Levi’s® brand will be the first major retailer to include messaging on product care tags that encourages people to donate their unwanted clothing.
This is Goodwill’s first partnership designed to increase the lifecycle of clothing and textiles to address the approximately 23.8 billion pounds that end up in U.S. landfills each year.
A simple tag? Is that all it takes? We’ll see and we’ll hope.