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Out of the Blue Bin, into Your Closet
Lauren Murrow | Photo: Garry McLeod | February 22, 2013
In an era of indigo-dyed, Japanese selvedge, $300 it-jeans, local denim giant Levi’s is going the opposite route.
The brand’s new WasteLess collection is made out of garbage, tapping into San Francisco’s pervasive eco-trendiness (see also: reclaimed wood furniture, obsessive composting) and rolling out globally this month, the coed jeans and denim jackets have plastic beer, soda, and water bottles—plus the occasional cafeteria tray—woven directly into the fabric. The raw recyclables are color-sorted, crushed into flakes, and spun into polyester fibers that are blended with traditional cotton by Cone Denim in North Carolina, creating a surprisingly soft, green-tinged yarn. Each pair of boyfriend, skinny, and straight-fit jeans incorporates an average of eight 12- to 20-ounce bottles; all are under $130 a pop. Levi's Store, 300 Post St. (at Stockton St.), 415-501-0111
Originally published in the March 2013 issue of San Francisco.