Yahoo News Levi's launches Soho store dedicated to repurposing your denim
They're a wardrobe staple, but, according to Greenpeace, more than 1.7 million tonnes of chemicals go into making 2 billion pairs of jeans every year.
Each pair requires approximately 7,000 litres of water which, for reference, is the equivalent of how much the average person will drink over three years.
So while you might pair yours with your ethically-produced jumper, or trainers, jeans themselves are inherently bad for the planet.
It was with this in mind that Levi's launched its Levi's by Levi's collection in its newly-opened Soho store on Great Marlborough Street.
A post shared by Levi's UK (@levis_uk) on Oct 5, 2020 at 3:35am PDT
Named Levi's Haus, the store hosts the Levi's by Levi's collection, which comprises reimagined and recycled pieces that are made exclusively of deadstock denim. For those who want to simply spice up the Levi's they already own, the store has a team of in-store tailors which are on hand to help either repair your current pair, recycle them into something else or reimagine them by embellishing or repurposing them.
"This unique concept store is the first of its kind within our retail portfolio and will serve as the new home for your every need when it comes to extending the life of your denim," says Richard Hurren, Levi's Vice President for Europe, "Whether it’s a simple patch repair by our tailors, or the chance to create something entirely new from your pre-loved Levi’s®, there is something to suit every price point and every creative idea.”
A post shared by Levi's UK (@levis_uk) on Oct 8, 2020 at 9:25am PDT
This isn't Levi's first foray into more consciously crafted denim. Last year, the brand reported as part of its Waterless campaign that 69 per cent of its jeans were made without any water at all.
Reformation, Sézane and DL1961 are just a handful of the other brands also making their denim more sustainably, with the latter having saved approximately 50 million gallons of water since the brand's inception in 2008.
Levi's Haus can be found at 41 Great Marlborough Street, W1F 7JQ and prices start from £10.
