Sunday, October 25, 2009

Levi's, Goodwill Launch Clothing Recycling Push

'Care Tag for Our Planet' Encourages People to Donate Unwanted Apparel

Levi's GoodwillEnlarge

"BBDO provided us with a perfect way to match our long-term commitment to sustainability with our ability to deliver a message to hundreds of millions of people around the globe," said Jill Nash, chief communications officer and VP-corporate affairs, Levi Strauss & Co.

Levi Strauss & Co., which has been working on environmental issues for more than two decades, studied every stage in the life cycle of a typical pair of 501 jeans. It found that one of the greatest opportunities for reducing climate change and water impact happens after consumers take their jeans home. As a result, the company is also encouraging consumers to wash less, wash in cold water and line dry when possible to reduce the climate impact of caring for the jeans.

"As a company built on values, we have long worked to promote sustainability in how we make our products and run our operations," said John Anderson, president-CEO of Levi Strauss & Co., in announcing the project this week. "This initiative uses our global voice to empower hundreds of millions of consumers around the world to join us by providing simple and actionable ways to help care for our planet."