Levi Strauss, the US denim-clothing brand, is entering the organic goods market with the launch of a new range of eco jeans across Europe.
The product, which has been heralded as the first fully sustainable jean by a mainstream denim brand, is made of 100% organic cotton – sourced in Turkey – and other raw materials, with manufacturing carried out at its plant in Hungary.
The company also used non-chemical substances such as potato starch and mimosa flowers to develop an organic finish for the jeans.
The brand received endorsement from the Control Union Certification – a global inspection and certification body for organic production – for the new product range, which will carry an EKO Sustainable Textile stamp of approval.
The launch follows recent news of the planned departure of Levi-Strauss UK and Ireland marketing director Julie Davidson early next year (MW Sept 7).
In July, the European arm of the San Francisco-based parent company reported a 19% slump in sales during the course of the year.