Levi StraussÂ has come up with a pretty cool way to reuse some of the plastic from the 9.1 billion gallons of bottled water Americans consumed last year.
The iconic jeans company has created a pair of Waste<Less jeans (fist bump for the clever name), made by grinding post-consumer PET from water bottles, brown beer bottles, soda bottles, and black food trays into flakes and turning it into a polyester fiber that is blended with cotton fiber. Each pair will be made of at least 20% post-consumer materials, equal to about eight 12- to 20-ounce water bottles.
â€œFrom the beginning, we have designed our products with purpose and intent,â€ said James Curleigh, Leviâ€™s global president. â€œBy adding value to waste, we hope to change the way people think about recycling, ultimately incentivizing them to do more of it.â€ He notes that the collection proves consumers â€œdonâ€™t have to sacrifice quality, comfort or style to give an end a new beginning.â€
The Waste<Less collection will hit stores in Spring 2013 and will be available in all classic Leviâ€™s jeans cuts. The average retail price will be between $50 and $200, which is surprisingly affordable for a product developed from recycled materials.
Would you wear a pair of these? Iâ€™m curious to know if they feel the same as regular jeans and what the ground-up plastic will do for the look and color.
Image: Levi Strauss