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Levi’s Partners with British Council to Showcase Upcycling Potential

A new exhibition is coming to Levi’s Haus in London, the heritage denim brand’s concept store dedicated to circular design.

On display will be more than 75 products created as part of Levi’s partnership with the British Council’s Architecture Design and Fashion (ADF) program, which seeks to address global challenges through a wide range of design disciples.

With circularity the focal point, Levi’s worked with the British Council’s circular design initiative “Making Matters,” a multi-disciplinary program exploring how the circular economy can be a catalyst for creativity, collaboration and regenerative thinking, to invite European designers to reimagine post-consumer materials.

The presentation will showcase products by Dutch design lab Envisions and British educational association Store across three categories: mixing fibers, connecting fabrics and exploring yarns. Products will incorporate concepts like 3D printing, weaving, braiding and more to create everything from denim fur to ink. Store will complement the exhibition with a series of workshops exploring the full lifecycle of Levi’s denim.

“At Levi’s, we believe in being a positive force for change for our communities,” said Dennis Goebel, vice president, merchandising, Levi’s North Europe. “We work hard every day to ensure our values are an intrinsic part of everything we do, and what’s been fantastic about this project is how it brings so many of these values together to create something truly exciting. From intercultural collaboration, to environmental activism, to the sheer innovation and creativity of envisions and Store, the work we have delivered together may not be a solution to the wider issues of sustainability, but we hope its optimism inspires further conversation and collaboration as we all look forward to a better future.”

The partnership follows a number of circular-focused initiatives for Levi’s, which in December gave its iconic 501 jeans a circular update. While the traditional 501 jean is made with 99 percent cotton and 1 percent elastane, the new jean consists of 60 percent organic cotton, 24 percent wood pulp from sustainably managed forests, 10 percent Circulose made from industrial textile waste and 6 percent Circulose made from post-consumer denim waste.

Levi’s ongoing “Buy Better, Wear Longer” campaign positions sustainability as a shared responsibility. Its resale segment, Levi’s SecondHand, is a continuation of that message, offering customers a chance to sell and purchase their previously owned jeans and jackets.

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Last year, Levi’s joined the Ellen MacArthur Jeans Redesign initiative, a set of principles created to increase the quality and recyclability of new denim, and reaffirmed its commitment to incorporating more sustainable fibers like organic cotton and hemp in future collections.

The Levi’s x British Council exhibition will be open to the public from April 20 to May 5 at Levi’s Haus London. Workshops are available by appointment through the Levi’s 247 app.