Major denim label extends incentive scheme across all of its US stores, in bid to encourage customers to reduce waste
Iconic clothing brand Levi Strauss & Co. is to extend its clothing recycling programme, enabling customers across the US to trade in their old clothes for 20 per cent off a pair of its signature jeans.
As part of its bid to reduce the volume of clothing waste sent to landfill, the scheme will be made available across all Levi's mainline and outlet stores in the US, following a successful trial in a select number of stores.
The company said the project fits with its wider circular economy strategy, whereby products are designed for a "cradle-to-cradle" cycle with donated clothes recycled to make new items.
The retailer said it successfully created a 100 per cent recyclable product from cotton last year, two years after also introducing a collection of jeans made using plastic bottles.
Michael Kobori, vice president of sustainability, said the company hoped the latest recycling scheme would help change customer attitudes towards unwanted clothing.
"We're thinking about sustainability across all facets of our business and how to shift consumer behaviour to make recycling clothing the norm," he said in a statement. "As an industry leader, 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 and builds upon our commitment to do the right thing for the environment."
Under the scheme, customers will be encouraged to recycle their old clothes - regardless of brand - in exchange for 20 per cent off a single regular-priced Levi's item.
The scheme is run in partnership with clothing recycling experts, I:Collect (I:CO), which operates globally to divert clothes from landfills so that they can be recycled into other products.
The scheme is the latest in a series of environmental programmes that were enacted after the brand undertook a number of "lifecycle assessments" designed to gauge where its products have their biggest environmental impact. The company said the assessments have helped it save one billion litres of water through the introduction of its Water < Less jeans, and underpinned initiatives to educate customers on the value of water and energy saving.