Godfather of denim, Levi's Jeans, is going green with a line called Levi's Eco, scheduled to launch in the US in November. The jeans are a response to increasing pressure from environmentalist groups.

The factory is in Hungary, so organic cotton will come from the nearest available source, Turkey. Other materials, like the coconut shell button on the waistband, will also come from Europe to cut down on transport and fuel. The dyes will be environmentally friendly, made from natural indigo, potato starch, mimosa flower, and Marseille soap. Even the label will be made from recycled cardboard.