Levi’s will include jeans made with 100% organic cotton in its fall 2006 collection. Organic cotton will be used in select new and popular men’s and women’s styles within its Red Tab and recently launched Levi’s Capital E lines. The jeans will be identified as “Levi’s(r) Eco” and be available in November 2006 exclusively at Levi’s U.S. stores with additional products to be introduced in spring 2007.

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“As the inventor of the jeans category, it is critical for us to continue to innovate with our products and within the category itself in order to drive positive change,” said Robert Hanson, Levi’s U.S. brand president. “Given our history as a leader in responsible manufacturing and business practices, this initiative is about quality and responsibility never going out of style. With Levi’s Eco, consumers who seek to minimise their personal impact on the environment can choose jeans that demand less from the environment without forfeiting the style or quality they’ve come to expect from the Levi’s brand.” The autumn U.S. introduction is part of a global launch of products made with 100% organic cotton. In Europe, the Levi’s brand will offer certified organic denim versions of its most popular styles — the Levi’s 506 Standard Fit Jean for guys and the Levi’s 570 Straight Fit Jean for girls. They will be available in select stores within Europe at the end of 2006. Additional styles made from 100%, or a significant percentage of, organic cotton will be introduced in both regions in 2007.