My Celebrity Life

A new Soho Levi’s store is dedicated to repurposing your old denim

My Celebrity Life –

Make your old denim go further (Picture: Levi’s/

A pair of jeans may be the hero item in our wardrobes but, according to Greenpeace, more than 1.7 million tonnes of chemicals go into making 2 billion pairs every year.

The good news is that fashion favourite Levi’s has decided to do something about its environmental footprint, by launching a new store dedicated to recycling old denim.

Levi’s Haus, located in Soho, offers a new range made from faulty and returned Levi products, as well as donations from customers and employees,

It’s also taking upcycling to the next level by offering an in-store tailoring service which helps customers turn their own jeans into something else or give them a much-needed update, through embellishment or in other ways.

My Celebrity Life –

The new store in Soho (Picture: Levi’s)

Levi’s Haus therefore has double the appeal for customers, with both recycled products available to buy and tailoring services.

Richard Hurren, Levi’s Vice President for Europe, commented: ‘This unique concept store is the first of its kind within our retail portfolio and will serve as the new home for your every need when it comes to extending the life of your denim.

‘Whether it’s a simple patch repair by our tailors, or the chance to create something entirely new from your pre-loved Levi’s, there is something to suit every price point and every creative idea.’The location for the new store was chosen because of Soho’s reputation for second-hand finds and vintage shops.

But the brand has been thinking about its environmental impact for a while now. Last year, it reported that – as part of its Waterless campaign – 69% of its jeans were made without any water at all.


Credit: Original article published here.

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