Levi’s Creates “Field of Jeans” to Make Donation Impact Tangible

"Closing the loop" on clothing has been one of the hottest trends in CSR this year, with brands like H&M, American Eagle and even Overstock.com offering easy ways for consumers to donate unwanted clothing and divert waste from landfills. But it can difficult to communicate the impacts of such programs in a way the everyday consumer can understand. Levi Strauss & Co. is taking its longstanding commitment to clothing recycling one step forward, creating a stadium-sized visualization of impact.

Levi's has long been a proponent of giving clothing a second lease on life. In 2009, the brand launched the "Care Tag for Our Planet" partnership with Goodwill to create a daily reminder – right on the care tag for each pair of jeans – to donate the items when they are no longer needed. Now, to show the impact of this partnership, Levi's is creating a "Field of Jeans." Last weekend, San Francisco 49ers fans were invited to bring unwanted jeans and clothing to the Levi's stadium or to Goodwill stores in exchange for a Levi's coupon.

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