Levi's new line of its red tab jeans might consider a color change--from red to green. Levi's new "Eco" denim are made of 100 percent organic cotton. Announced last October, and launched in Britain, Levis has high hopes for the new brand.
From brandchannel.com:
As consumers become more aware of modern consumption's effect on the environment, organic practices are increasing, boosting the niche organic-clothing industry. In essence, the same organic farming practices used to produce clean food are used to produce natural, insecticide-free fibers..Organic Exchange, a non-profit organization focused on organic farming—particularly cotton—says it expects organic cotton apparel sales to hit US$ 2.6 billion in 2008. Levi Strauss & Co. is banking on an expectation that there are enough people around the world who care about where the cotton covering their backside came from and how it was treated along the way.
As of this year, Levi's Eco organic treatment will be applied to its Red Tab lines—including classic 501s—and its high-end Capital E denim line, as well as potentially other lines in the future. In addition to the use of organic cotton, buttons and zippers are formed from recycled metal and natural dyes color the jeans. External packaging is made from recycled paper using soy-based inks
This isn't the company's first attempt at organic-cotton apparel. Levi's Naturals was introduced in 1991 with sales results that reportedly bombed. Only time will tell whether Levi's second turn at "going green" will mean more green for the Levi's bottom line.<
These jeans are great. Bought 3 pair in December and love them.
Posted by: Joe | Wednesday, January 24, 2007 at 06:21 AM