Levi’s
As a fashion driven clothing company, Levis has continued set aims to be a leading
company to be greatly involved in ethics and sustainability throughout their businesses mission statement. In terms of their packaging, in 2010 they became a member of the Sustainable Forest Product Procurement Policy. This commitment states
that knowingly they will not purchase wood and paper products from endangered
forests. Being a sustainable driven fashion brand, it is clear that a lack of focus has
been identified here. The product may not be coming from trees in endangered
forests, but where is the emphasis on recycled paper and wood. This shows a lack
of transparency, whereby the marketing emphasis has been focused solely on the
recycling clothing aspect, but what about all the new, unrecycled paper and packaging coming into the warehouses and on delivery to stores.
Levi’s in 2010 developed a manufacturing production process for jeans, using
stones full of water in the washing facility, consequently reducing the average
amount of water used by 28%. It was stated that it takes forty- two litres of water
to create and finish the average pair of jeans. This encouraged Adidas to release
their waterless-dyes t-shirts in 2012 (Hower, 2014.) This shows how significant
leading fashion brands have become influential in their businesses mission statement, encouraging others to use these manufacturing procedures as well. The first
collection of jeans were created using eight recycled plastic bottles, as a part of
Levi’s Waste< Less. By adapting their manufacturing processes, they reused 3.6
million bottles and food trays throughout the spring 2013 collection (Flemmich
Webb, 2013.) Later publishing their a hundred per cent recycled water movement
across all manufacturing factories (Mike Hower, 2014.)
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