Opinion / Genevieve Bates
Forward strides
Could a pair of Levi’s be your most sustainable purchase of the year? Denim is among the worst offenders in a fashion industry that is second only to the oil industry as the world’s biggest polluter. It takes about 7,500 litres of water to make a single pair of jeans (the average person takes seven years to drink that much). But Levi’s’ new Wellthread pieces (pictured) are made from 20 per cent recycled denim. They’re created using Renewcell, a technology developed by scientists at Stockholm’s Royal Institute of Technology.
Although lots of small labels use recycled materials, Renewcell is the first recycling process to work on a mass scale. It’s significant that Levi’s – a mainstream brand with a tough-workwear reputation to maintain – is leading the way. Of course, sustainability is also about buying less. To that end, Diesel is launching denim that needs washing less often and is treated with Viraloff, which protects against pathogens. Created by another Swedish firm, Polygiene, in response to the Sars epidemic in the early 2000s, Viraloff works by interacting with key proteins to discourage viruses from attaching to textile fibres.
Just over a year ago I made a vow to buy only secondhand clothing but I might make an exception for this new wave of jeans. As well as having sustainable and antiviral qualities, they feel right for the unfussy, all-hands-on-deck mood of the moment. After months of working from home in sweatpants, wearing jeans feels relatively dressed-up and pulled together now that I’m back in the office. The antiviral pairs are particularly apt for braving public transport and communal spaces again – and worth buying if you love them enough to wear for years to come.