CALIFORNIA – Levi Strauss has launched several new product lines using rain-fed, cottonized hemp, which it first introduced in its spring/summer Wellthread collections. The business said the collection signals an expansion and evolution of its use of hemp, a fibre that uses less water and fewer chemicals than conventionally grown cotton, and which Levi’s can now offer in indigo. Levi’s Wellthread has partnered with California surf brand Outerknown for the collections, which are also 100 per cent recylable. To get around the fact that hemp has a course feel, Levi’s puts hemp through a special process developed by fibre technology specialists that softens the material, giving it a look and feel that is said to be almost indistinguishable from cotton.
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