Levi Strauss and Seattle textile tech start-up Evrnu have produced a prototype pair of Levi's 511 jeans made from post-consumer waste, namely five discarded cotton T-shirts.
Evrnu's new, patent-pending technology recycles waste garments into new cotton-like renewable fibre that retains its quality or strength, and uses
98 per cent less water than virgin cotton products.
"Our aspiration is to build a pair of Levi's jeans that are just as beautiful and strong as the original and we're making great progress toward that goal," says Evrnu CEO Stacy Flynn.
Paul Dillinger, Head of Global Product Innovation at Levi Strauss & Co, adds: "This first prototype represents a major advancement in apparel innovation. We have the potential to reduce by 98 per cent the water that would otherwise be needed to grow virgin cotton while giving multiple lives to each garment."
Here's a video on how it works: