Iconic jeans brand Levi's is further burnishing their reputation as a leader in sustainability with its recent announcement that has partnered with innovative textile company Aquafil to create a new line of men's jeans made Econyl (regenerated nylon).
What is regenerated nylon? One of the coolest textiles ever! Aquafil is the owner of the proprietary textile, which is made from waste materials such as fishing nets and used carpets.
Levi's decision to test out Econyl is driven in large part by the company's belief that "there is no guarantee there'll be land available to meet global cotton demand," the current main fibre in denim. “So to be a successful company in a world that is increasingly resource-constrained, Levi’s need to continue down the road toward achieving closed-loop apparel — while incorporating other alternatives to virgin raw materials.”
Aquafil is no stranger to large scale attention drawing partnerships. Last year the company teamed up with Speedo USA last year on what was claimed to be the first such initiative in the swim sector. It has also collaborated with giant brands Adidas, and La Perla.
Will the Levi's partnership be viable? So far so good. Aquafil started its Econyl Regeneration System as a sustainability initiative in 2007 at a time when 85% of all textile waste in the US ended up in landfill. By 2011, it was a EcoNyl had become commercially viable and a large revenue generator.
We'll keep you updated on when EcoNyl hits Levis' stores.