During the upcoming edition of Pitti Uomo, taking place in January 2022, Levi's is launching its new Levi's 501 Designed for Circularity model, a sustainable variant that will be released at an activation to be held at the Levi’s Store of Florence, at Via Degli Speziali 10/12 R from January 10-16, 2022.

As "Reflection" will be the key theme of the upcoming Pitti edition, the Levi's store will present an installation focused on mirror effects between the store's shop windows and its interiors. The initiative invites consumers to "reflect" upon their consumption and purchase choices inspired by the brand's campaign "Buy Better Wear Longer" expressing Levi's engagement in following increasingly sustainable production processes.

Levi's 501 Designed for Circularity model
Photo: Levi's
Levi's 501 Designed for Circularity model
The 501 Designed for Circularity jeans is what Levi's considers its "ever most sustainable jeans model" as it is made with 100% recycled organic cotton produced by eliminating all the polluting substances that might damage the cotton recycling process. In addition, it uses no synthetic fibers, including the patch that is made with 100% organic cotton.
Levi's 501 Renewcell infograph
Photo: Levi's
Levi's 501 Renewcell infograph
On January 12, the Levi's Store of Florence will also host the tattoo artist Andrea Fabbian who will customize old Levi's pieces that customers might bring to the store or will personalize newly bought Levi's denim pieces with patch applications or stencil decors.



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