LATEST LEVI'S® RANGE WITH A DIFFERENCE

Levi’s® has been at the forefront of many clothing revolutions throughout history, starting with the invention of the blue jean. But this one’s going to be very different. The iconic label is proud to introduce to SA jeans that’re all about going green. The range is called ‘These Are Different’, and the philosophy behind the design is exactly that. It’s a whole new approach to recycling and a definitive new angle on how to contribute towards a sustainable world. Being good to the earth never looked this good. Levi Strauss & Co. has a proud history of being actively involved in many corporate social responsibility initiatives. The company is very aware of the environmental dangers our world faces and is committed to developing a business style that is sustainable in every way. There’s a global need to curb waste, and with the ‘These Are Different’ range the Levi’s® brand acknowledged this; turning pressing issues into a recycled fashion statement. The denim used to produce this range is made from post-industrial recycled cotton - this material would usually be discarded and go to waste. In addition to this, a new pair of jeans would involve growing, harvesting and transporting loads of cotton. So ‘These Are Different’ scores a double-enviro-friendly-whammy by reducing waste and cutting down on production. Even the detailing is green: every rivet and button used has been recycled. “Every pair comes with guidelines from the Levi's® team on how to care for them to reduce their environmental impact – and we can make a difference by following these tips in caring for our regular jeans too: Wash only after every 3 wears, use a cold water wash, always line dry and avoid the tumble drier & iron. By doing just this, you will use up to 5 times less energy, which is good for your pocket and the planet” The earth breathes a sigh of relief and you look good in either a skinny or a flared leg (if you’re a girl) or a loose cut or straight leg (if you’re a guy). This range is being launched in October at the equally enviro-conscious music festival ‘Rocking The Daisies’, a Levi’s®-sponsored event. It’s the perfect spot for the target market to find out about clothing that matches their globally-aware mindsets. ‘These Are Different’ is a limited line, so if they’re not all snapped up at the festival, look out for them at premium Levi’s® stores like Sandton, the V&A Waterfront and Cavendish Square.