Green jeans

Once upon a time there was a planet that was being destroyed and needed saving. The trouble was anyone concerned about saving the planet or caught worrying about climate change was dismissed as a “tree-hugger”. Such woolly thinking liberals were portrayed as bearded oddities on the fringe of society, with an unhealthy interest in mung beans and all things organic.

But now, thanks to a huge body of scientific research, Al Gore’s skills as a polemicist, David Cameron’s takeover of the Tories and some very strange weather patterns, tree-hugging has reached the fabled “tipping point”. It’s not only hip to be green, it’s deeply uncool not to care. Everyone is recycling more and we’re all shouting about how ethical, environmental, organic or biodynamic we like to be. So it’s no surprise that the big multi-nationals are at last jumping on this well established bandwagon.

Enter Levi Strauss. The mass market jean maker is the first big denim brand to create a fully sustainable jean. Made using 100 per cent certified organic cotton and sustainable ingredients such as coconut shell and non-galvanised metal buttons, Levi’s eco jeans are intended to boost both your green credentials and your style. And as with any initiative from such a corporation, any cynicism about motive has to be tempered by the satisfaction that it thinks it is commercially worth doing anything.

You Nguyen, senior vice president Levi’s product for Europe explains the company’s rationale. “There is a clear trend towards organic and environmentally responsible products. With these jeans we are reaching out to fashion-conscious consumers interested in high-quality products that demands less from the environment.”

The jeans are finished using a combination of natural products in a chemical-free process which includes natural indigo, Marseille soap, potato starch and mimosa flower. So the next time you visit the local Farmer’s Market, you can feel as good about what you wear there as the produce you buy. Levi’s eco jeans will be available in UK stores from the start of November.