Wearable Garbage

Many of us already wear it. Some of us wrap ourselves up in it for a cozy movie night with family, friends or that special someone, or throw it on after a post-work out shower. 

Used plastic bottles.  

For years now, polar fleece has been used for blankets and clothing including jackets and bathrobes. It was once thought unique because it is made of recycled plastic bottles. However, as companies and designers begin to search for more sustainable and environmentally friendly options – recycled plastic bottles have re-emerged in the fashion world.

“These jeans are made of garbage” is Levi Strauss’ pitch line.

When it comes to the three R’s (reduce, reuse, recycle), there is a reason “recycle” is the last one listed. We must aim to make recycling our last resort. Strauss steps in at the second “R”, “reuse” with his used plastic bottle denim line, Waste<Less.

Waste<Less uses eight brown or green plastic bottles in every pair of jeans. This means twenty percent of every pair of the Waste<Less jeans are made from recycled plastic materials. Unveiled in the fall, the jeans will hit stores as part of the spring 2013 denim collections.

While Levi’s were one known as the workingman’s durable denim, the company is doing some rebranding in hopes of establishing a reputation as the sustainability brand, in every aspect of its business.

As the largest jean maker in the world (nearly $5 billion in sales in 2011), we can only hope this message of sustainability is as far reaching as their business to date.

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