“These jeans are made of garbage,” the clothing tag on a pair of Levi’s WasteLess denims proudly proclaims.
As straplines go, it’s not one immediately synonymous with a company that gave us Nick Kamen undressing in a launderette in a 1985 TV ad for 501 jeans. But the world has changed since the profligate 80s, and Levi’s is changing with it. WasteLess is the company’s attempt, in the words of Jonathan Kirby, vice-president of global men’s design for Levi’s, “to begin a conversation about reducing waste”.
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