“Sustainability focuses on meeting the needs of the present without compromising the ability of future generations to meet their needs. The concept of sustainability is composed of three pillars: economic, environmental, and social—also known informally as profits, planet, and people.”
Denim is global, as mentioned on the first 50 Shades of Denim campaign. Everyone owns a pair of jeans or denim jacket, but how many of the denims we own are sustainable as much as there are stylish?. Many denim brands or just any other known fashion retailer brands that produce denim wear are starting to take the sustainable fashion route and we are unquestionably here for it. Levi’s® known as, “the granddaddy of jean companies” is one of the biggest denim wear brands in the entire world and they produce not only perfect fitting denim-wear, they produce sustainable denim as well.
According to the Levi Strauss & Co. website, In July 2018, Levi’s® announced a valiant, new climate action strategy, which included ambitious targets for reducing carbon emissions in their owned-and-operated facilities and across its global supply chain.
It doesn’t end there, Levi’s® also has what we call Hauss of Strauss, which are customization stores. There’s a total of four in the world in four different cities; Tokyo, London, Los Angeles and one here in Johannesburg. These four stores only open its doors to a few selected faces. One thing I love wholeheartedly about Hauss of Strauss mainly the Africa one is that not only do they use sustainable Levi’s® denim when personalizing and customizing these denims, but they also re-use and recycle most of it.
“Haus of Strauss Africa is a place that empowers African creators and innovators by offering resources that can elevate their work and amplify their voices in their communities. We are able to up-skill, educate, and create on a scale that has not been experienced before, and will use these elements to highlight the creators and their work.”
Culture Club will be collaborating with the Levi’s® Hauss of Strauss Africa for the second 50 Shades of Denim campaign. If you are interested in being a part of the 50 Shades of Denim campaign click here