Social Machinery

From January 2010 Levi Strauss & Co will introduce a small change in their products as a step to help reduce the amount of textiles that are thrown away every year. Levi’s will give their clothing’s tags a new use by adding a “donate to goodwill” icon in order to raise people’s consciousness about recycling clothes.  The tag will also encourage users to wash their jeans less, wash in cold water and line dry to cut down energy usage.

This idea was developed by BBDO San Francisco in partnership with Goodwill association. Even do at a first glance the idea could sound too simplistic, I believe is a great way of making people aware about recycling textile.

As treehugger reports  the action is important in the overall recycling landscape:

“As the ‘Original Recycler,’ 166 community-based Goodwills in the United States and Canada collectively divert more than 1.5 billion pounds of clothing and textiles every year from landfill by recovering the value in people’s unwanted material goods. In addition to funding community-based services, these landfill diversion programs create job-training opportunities for more than 1.5 million people a year,” said Goodwill Industries International CEO and President Jim Gibbons.”