Here is another example of a sustainable company. Levi Strauss & Co., the 163 years old clothing company is also taking some action towards sustainability.
This old apparel company has the sustainable values deep in their core business. In an interview Chip Bergh, President and Chief Executive Officer (CEO) of Levi’s, he explained how important was this value for the brand. He said this fundamental aspect goes back to the founder of the company, Levi Strauss. For him, it was key that the company performed doing the right thing and giving back what they had been given. This point of view falls directly into sustainability, taking care of the planet and the communities. Due to this fact, sustainability drives the innovative program in Levi’s.
“We use sustainability as a constraint to drive our innovation program. It’s part of who we are, and I think more and more consumers are beginning to recognize that.” – Chip Bergh
Levi’s Waste<Less Collection is an example of what action the company is taking. This collection gathers products made 20% with used materials, specifically plastic bottles. In average, in each pair of jeans you have between three and eight bottles. This collection started in 2013 and from then, they have recycled 11.9 million bottles. Another example is the Wellthread Collection. These clothes are produced with a dye process that saves 65% less water, they have some modifications to ensure the durability of the product and are made of 100% cotton to facilitate their recycling process.
Moreover, they use their brand awareness to educate people. A lot of energy and water is wasted when the product is at their client homes. The majority of people only uses their jeans twice before throwing them into the laundry. With their brand power, Levi’s wants to guide customers to delay their washings, reducing at the same time the used resources.
In my opinion, it is exceptional what Levi’s is doing. In the first place, this company is using their innovation to create new green products and to reduce waste. In other words, they are using the Architect Path to Green Growth. Secondly, they are not only innovating, but they are also trying to make the society realize about how much waste we create and teaching ways to decreased.
The development of sustainable products can be seen by customers merely as a strategy. Nowadays many companies have been forced to innovate in order to keep their place in our changing market. Customers are now more aware and interested in how, where and by whom products are made.
Companies like Levi Strauss have been one step ahead for many years. For the company founder giving back what they had been given was, and still is, key and I totally agree with him. In my opinion companies have a responsibility towards society and it seems like some of them have forgotten about it. I would also like to emphasize Levi’s role in educating customers. In your post you explain how the company uses its brand awareness to educate people. I think it is crucial for a company to innovate and become more sustainable, but it may be even more important to educate customers and show them how to properly use your products. Levi Strauss definitely seems to be in the right path.