American denim brand Levi's has announced the launch of a denim collection and recycling program in Russia.
At the first stage, the Levi's Recycling initiative is expanding to the Moscow market. Boxes for the reception of old clothes are installed in six branded stores of the brand in shopping malls - GUM, Metropolis, Afimall City, Columbus, Europolis (formerly Golden Babylon Rostokino) and Mega Teply Stan.
The main goal of the new program is to reduce the negative impact on the environment through the "second life" of used clothing. Collected items Levi's will send to the non-profit organization "Second Wind" for further sorting. Wearable clothes will be donated to those in need, and unusable clothes will be processed into special fibers that are used as building material or for the manufacture of furniture fillers.
Through the Levi's Recycling program, the company accepts jeans, shorts, skirts, dresses, outerwear and bags made from denim. Levi's is offering a one-time 20% discount to customers who have recycled clothing on their next store purchase. It is planned that in the future the program will be expanded, and boxes for receiving clothes for processing will appear, including in Levi's regional monostores.
The company notes that the expansion of the clothing recycling program is the latest step in the goal of creating an infrastructure that supports the circular economy of all brand products. A green clothes collection program has been implemented in all Levi's stores in the US since 2015 and in European markets since 2016.