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Levi’s seeks to establish ambitious recycling ‘norm’

United States – Consumers can now drop off unwanted clothing or shoes at Levi’s stores all around the USA, it has announced. The fashion brand will take back items of any brand in the hope of ’empowering individuals to make better, earth-friendly choices’.

‘Any consumer who brings an item of clothing to recycle will receive a voucher for 20% off a single, regular-priced Levi’s item in-store,’ the brand states. Its collection partner will ensure that the discarded garments and footwear are re-worn, re-purposed or recycled. The new initiative is the latest step in Levi’s ‘broader sustainability goal’ of helping to achieve a circular economy infrastructure by 2020.

Last year, the brand created Wellthread – a 100% recyclable product from a single fibre cotton that can be easily remade into new garments.

‘We’re thinking about sustainability across all facets of our business and how to shift consumer behaviour to make recycling clothing the norm,’ says Michael Kobori, vice president of sustainability at Levi’s. ‘We consider all phases of our product lifecycle, including stages beyond our direct control like the product’s end point. Collecting used clothing at our stores makes it simple and easy for consumers to do their part.’

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