Americans discard 26 billion pounds of textiles each year. That’s a lot of waste.
Levi Strauss has created fully circular jeans that are made from old, recycled jeans. Using innovative technology from Renewcell they reconstruct the cotton into a material called Circulose, which becomes a form of rayon.
In addition, with trims and tags made from cotton the jeans can also be recycled more easily.
“As we look at new regulatory initiatives within the European Union that make it fundamentally illegal to landfill garments, the macroeconomics are now in favor of using discarded garments as a resource,” Paul Dillinger, vice president of global product innovation at Levi Strauss and Co. says. “Because it is becoming expensive to try to landfill this stuff. There’s actually tremendous supply that is ready to be activated.”