As Levi’s pushes sustainable denim forward, the brand is shifting its focus to cotton production. Natalie Hubbard, senior sustainability specialist at Levi Strauss & Co., said that cotton production and consumer care are the two steps in denim production with the greatest impact on the environment, according to the Levi’s Life Cycle Assessment in March 2015, which evaluated the impact of a pair of Levi’s 501 from cradle to grave.
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