COTTON FIELDS – PHOTOGRAPHY JORDAN WHITFIELD
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Circulose and hemp denim – steps towards a future of circularity

Every piece of the new Levi’s’ collection is made of 28/30% hemp and finished with the brand’s signature Water<Less technique, able to save up to 96% of water involved in the usual process

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The idea of using rivets to reinforce denims was the cornerstone of 150 years of research, both visual and technical. Since it reached the status of a cult brand, with its denims being part of the outfits of workers, artist and counterculture rebels, Levi’s is determined to follow its vocation. Where, in the past century, the brand’s main concern was to keep its product up to date, maintaining it desirable through the changes of the world’s cultural landscape, now its challenge is to embrace circular economy: the climate crisis is forcing fashion to rethink itself. Some brands are experimenting with renting services. Levi’s developed a brand-new tissue made of their recycled denims, Circulose. The collaboration of Levi’s Wellthread™, the brand’s own laboratory for research and development, and re:rewcell, the innovators behind Circulose, create a precedent: now we have proof that is possible to create an almost fully recycled product that looks and dresses like the original.

ORGANIC COTTON

To present the idea to the public, this year’s collection will feature a pair of 502™, both for man and woman, made only of organic cotton and Circulose. Another step towards a future of circularity is the usage of the ‘cottonized hemp’ fiber developed by Wellthread™ in the Fall/Winter 2020 Wellthread™ collection.  The usage of hemp is a way of promoting an ecological turn: hemp takes less water than cotton, and Levi’s hemp is grown in rain fed crops, further reducing its impact on the environment. Every piece of the new collection is made of 28/30% hemp and finished with the brand’s signature Water<Less technique, able to save up to 96% of water involved in the usual process. The ‘cottonized hemp’ fiber makes its appearance in a pair of mountain taupe non-denim bottoms and turns black for the Ribcage Wide Leg Jean, a Trucker Jacket with floral printings, and a pair of 502™ Taper. On top of that stands the collaboration with artist Nathaniel Russel, his interests revolving on nature, hope and positive messaging. With clothes already designed to be recycled and an active program to promote the well-being of its workers, tackling health, financial security and gender equality, Levi’s is working to retain its place as one of the most inventive fashion brands.

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