Contributing Monkie G Monkie
Published on August 19, 2008
Levi’s® are pretty much my brand when it comes to jeans. I can’t remember a time in my life when I didn’t own a few pairs of 501®s in various stages of decomposition. When I was in high school and all into the punk scene, it was standard dress code to have a few pairs with ripped out knees and Clash slogans written across the thigh. But as I evolved into “G Monkie” I had to rethink buying standard chemical based cotton jeans, even from Levi’s®. So, when I found out Levi’s® was working on their image and creating an entire line of organic jeans for the U.S. and European markets, I had to find out more.
When Levi’s® made their announcement, they said, we are not the first “green jeans” to market, but the new eco jeans are the first fully sustainable denims from a major brand.
“The European version is not only organic fabric but the other components are also organic; the finish we use is totally organic, too,” says Geert Peeters, vice president of product management.
The process of designing the jeans and putting the processes in place to make them has taken six months, from when Levi’s® first came up with the idea in May.
Among the styles made with 100% organic cotton are the Red Tab Vintage Straight™ Jean for men, and the women’s Skinny Jean and Skinny Knee Knocker Short. In the brand’s super premium line, Levi’s® Capital E™, a selvedge denim Shrink-to-Fit® 501® Original Jean, and forward fits like the men’s Wrapped Skinny Jean and Skinny Slouch jeans, and the women’s Twisted Skinny and Twisted Cropped jeans will be made from 100% organic cotton. Other elements of the Levi’s® Capital E™ lines including the use of recycled buttons, rivets and zippers and natural indigo to dye some styles of jeans were employed for their minimized impact on the environment.
In Europe, the Levi’s® brand will offer certified organic denim versions of its most popular styles – the Levi’s® 506™ Standard Fit Jean for guys and the Levi’s® 570™ Straight Fit Jean for girls.
The standard leather tag on the back of the jeans is replaced with a natural colored canvas “Levi’s®” tab and “Two Horse Patch” made from 100% organic fabric as well as natural colored pocket stitching of the brand’s famous arcuate will also indicate the jeans are made from organic cotton.
The jeans hit the Levi’s® store in Santa Monica California about 6 months ago, but the style and colors where limited to just the vintage 539™ cut. The finishes came in a dark blue and worn light blue. But now the Levi’s® store is stocked with organic versions of almost all the men’s and women’s jean styles. I picked up a few more, but this time bought the 514™ style in a weathered dark blue.
So, I think my new “G” fashion make over is almost complete, now that I once again buy my favorite jeans with all organic cotton and dyes.