Green is the new black over at Levi’s, who’ve just revealed the WasteLess jeans range for Spring/Summer 2013. Revealed at a slick launch bash at London’s Farmiloe Building in Farringdon, Brandish went down for a sneak peak at the new eco-freindly denims.
Each pair of Levi’s WasteLess jeans is made from a minimum of 20% post-consumer recycled content, roughly 12 to 20 ounces per pair. The bulk of this will be made from recycled plastic bottles, be they clear, green or brown. Turn the jean’s inside out and the inner shade reveals what sort of bottles went into making your slacks.
“From the beginning, we have designed our products with purpose and intent. By adding value to waste, we hope to change the way people think about recycling, ultimately incentivizing them to do more of it,” said James Curleigh, global president of the Levi’s brand.
“This collection proves that you don’t have to sacrifice quality, comfort or style to give an end a new beginning.”
Indeed, the jeans look to be as comfortable as any Levi’s pair before them, feeling as soft to the touch as any traditional denim weave we’ve laid our hands on before.
Levi’s expect to put some 3.5 million recycled bottles into the WasteLess range next year, which will include 511 Skinny jeans, a new modern-looking 504 Straight Fit jean, and the Trucker jackets.
“With this collection, we’re doing our own small part by taking waste and making something new from it,” added Curleigh.
“We don’t just want to reduce our impact on the environment, we want to leave it better than we found it. We are committed to making products in ways that are good for people and better for our planet.”
The event also showcased other elements of Levi’s Spring/Summer 2013 range. Coloured denims continue to be on trend, with both bold and soft pastel washes (inspired by India’s spice markets) set to feature heavily.
In terms of the mens range beyond jeans, canvas boots and rucksacks in muted earth tones look set to feature heavily:
While a range of bright primary coloured parka jackets also looked particularly good:
A forthcoming partnership with Liberty’s of London was also revealed, with Levi creating a short range using one of the top British store’s iconic prints as we speak.
Scroll down for some more shots from the Levi’s launch event.