Levi’s has launched jeans made from the Circulose material. This is a part of its Wellthread collection made from reconstituted cotton derived from old recycled jeans and combined with biodegradable wood pulp. It has been made in collaboration with Renewcell, the Swedish startup behind Circulose. Available in the 502 for men and High Loose for women, the jeans are crafted out of both Circulose and organic cotton, and are dyed using a water-saving method.
Each part of the jean – from its trimming to the thread – is also designed to ensure it can be fully recycled and eventually turned into a new product in the future, making it the brand’s most circular design to date. In February, Swedish fast fashion giant H&M became the first retailer to use the recycled fabric to make a dress in its Conscious Exclusive collection.
It’s a part of H&M Group’s ongoing cleanup of its role in fuelling the global fashion industry’s pollution. Since last year, the brand has launched a number of circular initiatives, from transforming its Stockholm flagship into a rental, repair and recycling concept to introducing other innovative upcycled materials such as Vegea, a plant-based leather made using wine waste.
