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.