PET cause: fancy a bit of plastic in your Levi's?

It's been a couple of years since Levi's introduced Water<Less, a technique designed to reduce the amount of water used in the jeans finishing process by an average of 28 percent and for some styles, up to 96 percent (each pair is washed numerous times before it makes it to retail shelves). And its new Waste<Less denim range will see each pair of jeans made up of a minimum of 20 percent recycled plastic.

Bottles and food trays collected through recycling programmes across the US are turned into polyester fibre, which is then blended with cotton fibre and cotton yarn to create the denim Levi's uses. The company says its Spring 2013 Waste<Less collection includes 12 to 20-ounce bottles per pair of jeans, and that the colour of the bottles adds a unique undertone and finish.

levi's wasteless plastic recycled denim jeans range