Last night we headed to the Levi’s SS13 Collection Preview at the breathtaking Farmiloe Building, a Victorian warehouse which was once central to London’s heritage of trade and commerce . The US jeans makers certainly had put effort into showcasing their latest designs, as we were greeted with three floors of inspirational installations and a guided tour around the various sections.
Among the installations were a visual of how the classic 501 design has changed throughout the years, a look at the new waste<less concept – the eco range is made from post-consumer waste, more specifically recycled plastic bottles and food trays – and the floral inspiration behind forthcoming cross-Atlantic print collaboration with quintessentially British store, Liberty London.
Each pair of Levi’s waste<less jeans will predominantly be made from recycled plastic bottles, be they clear, green or brown. Turn the jeans inside out and the inner shade reveals what sort of bottles went into the process.
“From the beginning, we have designed our products with purpose and intent. By adding value to waste, we hope to change the way people think about recycling, ultimately incentivizing them to do more of it,” said James Curleigh, global president of the Levi’s brand.