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The One Place Levi’s Doesn’t Want to See Your 501's

From corporate conference rooms to Sunday brunch, denim has evolved into attire appropriate for myriad destinations that would have once frowned on the material’s humble origins. These days, denim can go just about anywhere. But if San Francisco-based Levi’s has its way, there will soon be at least one place where denim is no longer welcome.

Surprised? Well, you won’t be in a second. The destination Levi’s would like your jeans to avoid at all costs: the local landfill, where some 23.8 billion pounds of clothing and textiles end up each year. As part of a partnership with Goodwill, announced today, Levi’s will add new care tags to its apparel encouraging consumers to wash garments in cold water, line dry whenever possible and donated used clothes to Goodwill – all initiatives aimed at decreasing the impact of clothing on the environment and drawing attention to an organization that not only recycles unwanted products, but also uses its proceeds to support community-based services.

It may sound like a small gesture, until you remember that Levi’s is one of the word’s largest branded apparel companies with revenues reaching $4.4 billion last year alone, and that Goodwill uses such landfill diversion programs to support the 1.5 million people it serves each year through job-training and employment programs.

Expect to see the new tags on your next pair of Levi’s starting in January, with a global roll-out by next fall.