Levi’s is set to launch a new line of environmentally friendly denim this November. “Levi’s Eco” will be made from 100% organic cotton and all external packaging will be made from organic fabric or recycled paper and printed with soy-based ink. The new line will be accesorized with a few subtle hints toward the ‘green’ image including an embroidered lower case “e” and naturally colored “Levi’s” tab.

A spokeswoman Levi’s Eco said: “When you wear them, you can honestly say that you are making a small contribution to a better world.” You Nguyen, Levi’s senior vice president added: “There is clearly a trend towards organic and environmentally responsible products. With Levi’s eco jeans, we are reaching out to fashion-conscious consumers interested in high-quality products that demand less from the environment.”

The dye does not use any chemicals but instead is made from a process involving natural indigo, potato starch, mimosa flower and Marseille soap. But it could also prove to be a profitable winner at a time when older jeans brands are seen as less trendy by today’s youngsters who associate them with their middle aged dads. Levi Strauss revenues around the world fell by one per cent in the second quarter of this year compared to the same period a year ago. Levi’s brand president Robert Hanson said: “As the inventor of jeans it is critical for us to continue to innovate with our products and within the category itself in order to drive positive change. 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 minimize 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.” Levi’s is hot on the heels of a growing demand of organic fashion, including Edun, Sugar Cane and Loomstate.

The jeans will be available in November 2006 exclusively at Levi’s U.S. stores with additional products to be introduced in spring 2007. The fall 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(R) 506 Standard Fit Jean for guys and the Levi’s(R) 570 Straight Fit Jean for girls.