Notes to Editor
Denim Reimagined is available for pre-order on TheRCollective.com from 4 May and for retail at Levi’s® store in Hong Kong’s K11 MUSEA from 11 May. Price points from USD120 to USD298
The #WearAndCare consumer care campaign launches on 4 May
80% of a product’s environmental impact locked in at the design stage 
The fashion industry contributes to around 10% of global greenhouse gas emissions 
An estimated 92 million tons of textile waste is created annually from the fashion industry 
About The R Collective (www.thercollective.com) The R Collective upcycled fashion brand creates sustainable womenswear using rescued excess fabrics sourced from world-leading brands, mills and manufacturers, in collaboration with award-winning sustainable designers around the world, who are alumni of The Redress Design Award, the world’s largest sustainable fashion design competition. Born from the 2007-founded charity Redress, The R Collective launched in 2017, with debut collections bought by Barneys New York and Lane Crawford. In January 2020, The R Collective launched on Net Sustain, of Net A Porter. The award-winning social impact business is focused on Sustainable Development Goals #12, Responsible Consumption and Production, and #13, Climate Change. Twenty five percent of profits are donated to environmental charity Redress to further drive sustainability in the fashion industry.
About Jesse Lee: Jesse Lee won the Redress Design Award 2018 Mentorship with Orsola de Castro as well as the Hong Kong Best Prize the same year. He is a Kingston University graduate currently based in London where he is now studying a MA program in Menswear at London’s University of Westminster.
About Avery Dennison
Avery Dennison Retail Branding and Information Solutions (RBIS) is a global leader in providing physical and digital labeling solutions that enable brands and retailers to address challenges and opportunities from source through to store, and in consumer engagement. RBIS provides end-to-end solutions in predominantly the apparel and footwear industry and is a $1.7 billion division of Avery Dennison Corporation (NYSE: AVY). Its products include tickets, tags, woven and fabric labels, heat transfers, software, printers and consumables. The Intelligent Labels division that sits within RBIS is the world’s largest UHF RFID partner, with over 1750 patents and applications worldwide serving multiple industries across retail and industrial segments. RBIS serves the global marketplace with operations in 50 countries, across six continents. For more information, visit www.averydennison.com/RBIS .
About EVRYTHNG: EVRYTHNG helps consumer product brands operate with data-driven intelligence through the digitization of their products and the data they generate. The EVRYTHNG Product Cloud manages an Active Digital Identity™ for each product item, gathering and applying data from and about each item from sourcing to manufacturing to the consumer to recycling or reuse. Global consumer brands in apparel, beauty, CPG, and wine & spirits work with EVRYTHNG to manage billions of digitized product items, gaining visibility across their supply chains, providing transparency and traceability, and connecting directly with their customers through their products. EVRYTHNG has been named a Technology Pioneer by the World Economic Forum, originated the technology driving the GS1 Digital Link global barcode upgrade, and was recently identified as one of the 50 most disruptive companies in the UK. Learn more at https://evrythng.com and @EVRYTHNG.
About Crystal International Group Limited (CIGL): CIGL Crystal International is a global leader in the apparel manufacturing industry. They were ranked 17 out of 50 ‘Change the World’ list by Fortune Business Magazine in 2016, which recognizes companies across the world that have made significant social and environmental contributions and innovations. CIGL attained Hong Kong Awards for Environmental Excellence.
About Electrolux: Electrolux is a leading global appliance company that has shaped living for the better for more than 100 years. We reinvent taste, care and wellbeing experiences for millions of people, always striving to be at the forefront of sustainability in society through our solutions and operations. Under our brands, including Electrolux, AEG and Frigidaire, we sell approximately 60 million household products in approximately 120 markets every year. In 2019 Electrolux had sales of SEK 119 billion and employed 49,000 people around the world. For more information go to www.electroluxgroup.com.
About Redress (www.redress.com.hk) Redress is an environmental charity with a mission to prevent and transform textile waste to catalyse a circular economy and reduce fashion's water, chemical and carbon footprints. Redress’ programmes work to change mindsets and practices to stop the creation of textile waste now and in the future, as well as creating systems and partnerships that generate and showcase value in existing waste. Working directly with designers, manufacturers, brands, educational bodies, government and consumers, Redress aims to create lasting environmental change in fashion. They organise The Redress Design Award sustainable fashion design competition.
About Levi Strauss & Co.:
Levi Strauss & Co. is one of the world’s largest brand-name apparel companies and a global leader in jeanswear. The company design and markets jeans, casual wear and relates accessories for men, women and children under the Levi’s®, Dockers®, Signature by Levi Strauss & Co.™, and Denizen® brands. Its products are sold in more than 110 countries and worldwide through a combination of chain retailers, department stores, online sites, and a global footprint of approximately 3,000 retail stores and shop-in-shops. Levi Straus & Co.’s reported fiscal 2019 net revenues were $5.8 billion. For more information, go to http://levistrauss.com
About the Levi’s® brand:
The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s jeans have become one of the most recognizable garments of clothing in the world—capturing the imagination and loyalty of people for generations. Today, the Levi’s brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s brand, its products and stores, please visit levi.com.
- 1. UNFCCC, 2018
- 2. The Life Cycle of a jean - understanding the environmental impact of a pair of Levi’s 501 jeans.
- 3. This uses data from Levi’s Life Cycle Analysis - Understanding the environmental impact of a pair of Levi’s ® 501 ® jeans# over a typical lifecycle of two years with washing and drying once per week and using Chinese consumers’ care behaviours
- 4. WRAP and the Circular Economy
- 5. UNFCCC, 2018
- 6. Ellen Macarthur Foundation (2017), A New Textiles Economy