The products use a new material called Circulose, that’s made from reconstituted cotton from old jeans combined with wood pulp.
When you wear the newest pair of Levi’s, you’ll also be wearing someone’s old Levis: they’re partially made from old, recycled jeans. They’re also fully circular: When they eventually wear out, they can be recycled again into new material for new jeans, using the same innovative technology, developed by a Swedish startup called Renewcell, that was used to produce them.
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