'It's great that it's resonating with the consumer, but it's more important that it's helping to future-proof our supply chain,' said LeviStraussCo's Paul Dillinger
by 2026. While you've probably noticed hemp-derived CBD products everywhere, hemp also has major implications for sustainable clothing — and denim icon Levi Strauss & Co. has made significant progress in making this happen.with the Outerknown label that includes a pair of jeans and jacket made from a 69%-cotton/31%-hemp blend that feels like pure cotton.
Dillinger explained that this is a significant research project that will continue for years, rather than a project that only results in a couple of high-end, niche products."Our intention is to take this to the core of the line, to blend it into the line, to make this a part of the Levi's portfolio," he said.
Dillinger said that the need for cotton alternatives became apparent when looking at the growth trajectory of cotton demand compared to access to fresh water required for its cultivation and processing. Since he was familiar with the nature of hemp, he did not expect to find a solution there... until Levi's discovered cutting-edge research in Europe, where industrial hemp was already legal in many countries.
Despite his optimism, Dillinger was quick to point out that he doesn't want hype around the hemp industry to make it seem like Levi's and its competitors are going to fully replace cotton or revolutionize the industry overnight. To do it properly, there remains many years of research and development. Plus, it's likely hemp will be just one of several natural cotton alternatives.
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