Denim brand Levi’s plans to launch its iconic 501 jeans in organic cotton and post-consumer recycled denim, and is recyclable itself. This is inspired by the release of a collaboration between Swedish company Renewcell and the brand's Wellthread line for two cuts using Renewcell's Circulose, a sustainably-sourced viscose made from recycled denim and organic cotton. Paul Dilinger, Vice President-Design Innovation says, the collaboration enabled brands to find man-made cellulosic fibre made with recycled denim. Dillinger adds, circular 501 jeans will be designed to stand the test of time. He urges all companies to do more to reduce their environmental impact, regardless of consumer demand or regulatory requirements.

Making jeans with recycled denim blended with certified organic cotton means the garment uses far fewer natural resources and fewer chemicals to produce. Dillinger says one of the exciting features of the new 501 designed for circularity is that it meets the same integrity standards as a conventional 501, without sacrificing quality, comfort or style.