As if being the purveyor of the world’s most iconic
jeans and denim goods wasn’t enough, Levi’s are now
dipping their toe in the waters of sustainability with their
new spring/summer collection featuring the thread of the
moment: hemp.
Levi’s Wellthread™ X Outerknown collaboration launched this
spring and showcases the company’s first foray into ‘cottonised
hemp’ denim, an innovative technique which transforms hemp
to make it feel just like cotton.
Requiring less water and land in the growing phase, hemp
is the undisputed champion of sustainable fibres; but its
introduction to mainstream fashion has been hampered by
its coarse texture, making it unattractive to companies in the
apparel industry.
Paul Dillinger, vice president of product innovation at Levi’s
said in a press release: “We know hemp is good for the
environment, but it has always felt coarse. This is the first
time we’ve been able to offer consumers a cottonised hemp
product that feels just as good, if not better, than cotton.”
Working with fibre technology specialists to soften the hemp,
Levi’s said that the look and feel of their finished product is,
“almost indistinguishable from cotton,” giving this wonder
Wellthread™ X Outerknown Pocket Tee
comes from a blend of fully recycled
cotton and these are available in denim
or white wash for $40 (approximately £30).
Levi’s says “the graphic used reminds us
that no matter where we live, we all share
the sea and the way we treat the water
affects us all.”
The Wellthread™ X Outerknown
Board Short, all components – from
threads to buttons to pocketing –
are 100 percent nylon so the whole
garment can be recycled. These
retail at $98 (approximately £75) and
are available in indigo.
thread a chance at mainstream fashion success.
Outerknown, a sustainable clothing company founded
by world-champion surfer, Kelly Slater, were the, “perfect
partner for this effort,” according to Levi’s, “given it’s dogged
commitment to sustainable design and materials.”
Naturally, the collection will feature slim fit jeans, along with
a denim trucker jacket made from a 70/30 cotton/cottonised
hemp blend.
A cotton and hemp blend western shirt will also feature, as
will single-fibre, fully recyclable board shorts made entirely
from nylon.
Levi’s will be partnering with Outerknown again for their
upcoming autumn collection and plan to make cottonised
hemp a mainstay of future garments.
The Wellthread™ X Outerknown Embroidered Trucker,
in a modern white wash, comes with easily removable
metal hardware which makes for easy recyclability. It will
retail at $198 (approximately £150).
Every garment in the collection comes with the added conscience
of being made in a facility investing in the welfare of its workers,
through the brands Working Wellbeing Initiative which offers
health and planning advice, as well as financial education
programmes.
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So, what can we expect from this eco-friendly collection,
besides the trademark Levi’s quality?