Levi's, the denim giant, has maintained its position at the forefront of fashion's ever-evolving landscape. Just like its utilitarian purpose of being exceptionally sturdy, it has withstood the test of time by staying relevant. As the brand reaches its momentous 150th milestone, it now takes another bold step on a different journey; one marked by renewed commitment to sustainability. And its doing so with a launch of eco-conscious materials that are seamlessly incorporated into its iconic blue denim.
The release pays homage to the brand's illustrious history since its pioneering patent for the groundbreaking design of the iconic 501 model. Founded by the duo, Levi Strauss and Jacob W Davis, the two men had one goal in mind: to create pants that were tougher than nails for everyday wear. That humble endeavour would spark a fashion firestorm, turning denim workwear into an absolute wardrobe essential.
In keeping with today's issues and environmental changes, Levi’s came up with the plant-based 501 jeans that are made up of at least 97% plant-based materials. Slated for release in July, it is proof that it is possible for that a fashion brand can be socially-responsible.
“As a company that has been making 501® jeans for 150 years now, we have an opportunity –and a responsibility – to continually interrogate the process by which these jeans are made”
Paul Dillinger, VP of Design Innovation at Levi Strauss & Co
Levi's, being no stranger to collaborations, partnered with sustainable businesses to take their sustainability efforts a step further for their iconic 501® jeans. But it's not just about the look, it extends beyond the surface, with thoughtful details that evoke a sense of sentimentality. The colour of the jeans is a nod to the revered Levi's X80 archival shade, reinforcing the brand's deep-rooted connection to its origins.
Minute details like having patches made from a material that is 100% bio-based and free from plastic, to the pocket bags that are crafted from 100% cotton and adorned with BioBlack TX, a plant-based black pigment derived from wood waste, developed by Nature Coatings.
We are all for corporations to pick up the slack on sustainability. For Levi's, this is a tiny step towards sustainability and we can't wait to see what other eco-initiatives they will adopt in future.
The Plant-Based 501 jeans will be available in-store at Levi’s ION Orchard and online from 25 July 2023.
