Levi Strauss & Company had recently launched their new line of clothing, the Wellthread Docker that combines sustainable design, workers’ well-beings and environmental practices.
Aiming to become the antithesis of disposable and fast fashion, Levi’s designs this new batch of clothing stressing its durability. Also, they anticipated the future rise of clothing recycling and developed a cotton material that recycles easily while maintaining strength. The Wellthread process consists specialized cold-water pigment dyeing that reduces water and energy consumption by around 30%. With piloting new approaches of programs to improve workers’ lives, the Wellthread clothing is exclusively made at one of the improvement pilot site.
These big changes in manufactures and designs of clothing can be tough, yet beneficial to the company. In this fast developing world where sustainability is highly viewed, initiatives such as the Wellthread can bring attentions to Levi’s. However, it is crucial for the company to market these clothing to convey its social and environmental well-beings. This leads me to question, will the consumers comprehend their effort? And ultimately, will consumers buy?
Sources:
http://www.triplepundit.com/2013/11/levis-develops-triple-bottom-line-khakis/