Hemp just became legal to grow in the United States for the first time in nearly a century. Levi’s is helping the superplant regain its reputation by blending it into its iconic denim. Hemp is one of the most powerful plants in the world, producing twice as much fiber as cotton, using far less water and pesticides… and fixing the soil while it’s at it! Because of its misunderstood association with marijuana, it’s been illegal to grow in the United States for over 80 years. But luckily, for the people and the planet, Congress finally passed The Hemp Farming Act in the farm bill in December, giving American clothing manufacturers a local, more affordable source of hemp fiber. In an effort to brand itself as more sustainable, Levi Strauss will now be offering jeans made out of 30% hemp, 70% cotton. 100% hemp would be nice, but hey, it’s a start. The company had some concerns about how hemp would be received by consumers who have grown accustomed to the texture of cotton. Hemp can be a bit rough or stiff, like linen. So Levi’s has come up with a way to “cottonize” the feel of it. “We partnered […]

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