Levi's® Launches "FOREVER BLUE." to Support Developing Countries by Collecting and Remaking Jeans｜Levi's®

Levi's®

Donations to WaterAid, an international NGO supporting clean water and safe sanitation.

Supporting developing countries through jean recycling with "LEVI’S® FOREVER BLUE."

Levi's® is running the CSR program "LEVI’S® FOREVER BLUE." until Friday, June 12th, which collects used jeans. Bring your unwanted jeans to a store or mail them to the program office, and you'll receive a 15% discount coupon for each pair. The collected jeans will be remade into tote bags, and all proceeds will be donated to WaterAid, an international NGO that supports clean water and safe sanitation environments.

Text by HAMADA Masaru (OPENERS)

Content to Experience the Hardship of Fetching Water

Levi's®, which actively addresses water resource issues, has saved approximately 1 billion liters of water since 2011 through its "Levi's® Water<Less™" collection. In 2015, driven by the desire to provide maximum support to those suffering from water shortages, Levi's® has aligned with and partnered with the vision of WaterAid, an international NGO aiming for a world where everyone has access to safe water and sanitation facilities.

Under "Levi's® Forever Blue," worn-out jeans are collected. A charity workshop will be held at the Yokohama Red Brick Warehouse on Saturday, May 23rd, and Sunday, May 24th, as part of "GREENROOM FESTIVAL’15." Each pair of collected jeans will be remade into five tote bags. Additionally, silk-screen prints based on artwork created by artists will also be sold. All proceeds will be donated to WaterAid and are planned to be used for a project to deliver safe water and sanitation facilities to the people of Liquiçá and Manufahi districts in East Timor.

Jeans can be dropped off at Levi's® stores (excluding the Nagoya Takashimaya and Osaka Takashimaya stores) or mailed to the program office (postage paid by the sender). One coupon will be given for each pair of jeans. The coupon can be used once per purchase of ¥8,000 (tax included) or more at any Levi's® store nationwide or on the LEVI'S® E-SHOP. The coupon is valid until Wednesday, September 30, 2015.

Furthermore, web content is provided to allow users to virtually experience the hardship of fetching water in developing countries. The aim is to draw attention to the fact that water, readily available in daily life in developed countries like Japan, can require hours of walking to obtain in villages without water supply facilities in developing countries. The content illustrates the reality and hardship of water collection that children undertake daily, and the suffering they face along the way.

LEVI’S® FOREVER BLUE.
Period: Friday, May 8th – Friday, June 12th
Collection Locations: Levi's® Stores, Mail to LEVI’S® FOREVER BLUE Office
Kadokawa Distribution Warehouse, 6-6-16 Toneri, Adachi-ku, Tokyo "LEVI’S® FOREVER BLUE Office"
Acceptance Conditions: Denim bottoms (including brands other than Levi's®, colored jeans, and kids' bottoms are acceptable) that require washing. There is no limit to the number of items accepted, but items that are clearly soiled or cannot be worn will not be accepted.
http://www.levi.jp/foreverblue/

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