Levi's are bringing out a pair of sustainable jeans, made from organic cotton, natural dyes, and recycled cardboard label. The jeans company are responding to demand from consumer for greener products, and I suppose its a while since they had a new ad campaign, a la 'Babylon Zoo'. It is hoped the jeans will attract a younger consumer, and add kudos to ethical clothing. The dyes they are using are a pretty-sounding mixture of natural indigo, potato starch, mimosa flower and Marseille soap. They are going to be really pricey to start off with (£140!) but prices will eventually come down to £40-60.
