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Haute Hemp: Levi’s + Outerknown Create Sustainable Collection with Cottonized Hemp

Two fashion icons have joined forces to create a sustainable closed-loop clothing line with garments made from cottonized hemp.

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cottonized hemp
PHOTO | Levi Strauss & Co

Two fashion icons have joined forces to create a sustainable closed-loop clothing line with garments made from recycled cotton, and a revolutionary product, cottonized hemp.

The collection is a collaboration between Levi’s Wellthread clothing line and the eco-friendly California-based surfwear brand, Outerknown — founded by surf legend, Kelly Slater and acclaimed designer John Moore.

The spring and summer 2019 collections feature super chic, classic styles like Levi’s iconic western shirt, slim fit jeans, board shorts, and trucker jackets.

All garments in the line are made from sustainably sourced materials, such as nylon, and cottonized hemp. Cottonized hemp is made from a combination of the two fabrics, which are woven together and specially designed to feel soft.

Levi’s partnered with fiber technology specialists to create the smooth textured fabric in a process called “cottonization.” The innovative process “softens the fiber — using very little energy or chemical processing — to make it look, and more importantly feel, almost indistinguishable from cotton,” according to the company’s “Off the Cuff” page.

The creation of cottonized hemp is an important step toward sustainable fashion. The industry at large is infamous for being one of the largest users and polluters of water. The use of hemp, which takes considerably less H2O to grow, could drastically decrease the water consumption required to produce a single piece of clothing.

The hemp used is sourced from a rain-fed crop, reports Levi’s, and “thereby reduced the water used in fiber cultivation by roughly 30 percent.”

A pair of jeans or a trucker jacket from the collection incorporates a 70:30 cotton-to-cottonized hemp blend.

The line will be the first to feature cottonized hemp jeans, according to Levi Strauss and Co.

The collection’s 511 slim cut jeans are made from denim that’s woven with Tencel and Refibra technology. According to Tencel.com, the “technology involves upcycling a substantial proportion of cotton scraps […], in addition to wood pulp, where the raw material is transformed to produce new virgin TENCEL™ Lyocell fibers […].”

Jeans are also made using Levi’s new operating model, Project F.L.X. — a digitalized denim finishing system that drastically reduces the water, time, and chemicals needed to make each pair.

Board shorts — which come in washed indigo, or vintage sun prints — are 100 percent recyclable. The shorts — the eyelets, core, stiching, buttons — are made entirely from single-fiber nylon, “meaning it can theoretically be recycled in perpetuity and re-made into other nylon garments, thus achieving the closed-loop recyclability that has long eluded apparel companies,” reports the Levi Strauss Co.

Levi’s Wellthread x Outerknown collection in an intersection of the two brand’s multi-pronged approach to sustainability, which goes beyond the use of recycled materials alone. All garments in the line are produced in facilities that embrace Levi Strauss & Co.’s Worker Well-Being programs. Programs, which were established in 2011, give employees access to resources including health, financial, and family planning services.

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Fashion

Mary Jane Swim Will Keep You Cool, Even When It’s Hot

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Mary Jane Swim
PHOTOS | Mary Jane Swim

Founded by Diane Walker and Stacey Demar, Mary Jane Swim is a lifestyle apparel brand dedicated to normalizing cannabis. The two women founded their swimwear company, Sweenie Manufacturing in 2008, producing swimwear for other companies. After discovering the healing potential of cannabis for themselves, they decided to help change the perception of the plant for themselves and Maru Jane Swim was born.

We spoke to them about their fashion-forward styles, beautifully subtle cannabis prints and earth-friendly fabrics and production.

What inspired you to launch Mary Jane Swim?

The idea came about in late 2017 after our rediscovery of cannabis, specifically CBD for wellness, on a trip to Telluride, Colorado. We thought about how we could help destigmatize the plant in our own way.

Diane had been working in fashion and Stacey in fitness for many years, which organically led to the creation of Mary Jane Swim. It showcases both of our expertise and we focused on cannabis base printed apparel.

We launched a very small capsule “OG Kush “collection summer 2018 and just launched our full “Seven Leaflets “2019 SS line this past April which also includes activewear and accessories for both men and women.

What makes Mary Jane Swim unique in the marketplace?

Our focus is to bring elevated cannabis apparel to the market that has historically been promotional items. We have created a line that incorporates fashion-forward styles, beautifully subtle cannabis prints and earth-friendly fabrics and production.

Do you design the prints yourselves or do you source them?

Yes, we design each print ourselves inspired by current world trends and interpret them through the flower and leaf and our perspective.

How do you think Mary Jane Swim helps normalize the opinion of cannabis?

The more that the plant shows up in every day products, the more society starts to see it as a beautiful and beneficial plant and not as an evil gateway drug.

Any plans to develop a collection made from hemp and other more sustainable, eco-friendly products?

We have been researching hemp blends in both woven and knit bases for future products, as well as recycled fabrics.

Mary-Jane Swim

You donate a portion of each sale to Athletes for Care. How did you become involved with them?

After using CBD daily for everyday use for wellness and pre/post workouts and realizing how powerful it is.

We came across their mission to help promote cannabis in sports and help alleviate the opioid crisis. A portion of the profits will be donated.

How do you want people to feel when wearing Mary Jane Swim?

Empowered and healthy.

What don’t you leave the house without?

CBD of course and a swimsuit!

Shop Mary Jane Swim here.

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Fashion

You Can Now Literally Walk a Mile in Snoop’s Shoes

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Duke + Dexter
PHOTO | Duke + Dexter

If you’re looking to pick up a fresh pair of slides or loafers this summer, Snoop Dogg has your back. The rap legend has partnered with luxury English footwear company Duke + Dexter to launch a limited-edition collaboration packed with his unique style baked in.

The Dogg Pack collection brings to life Snoop’s West Coast lifestyle with a fun pool-to-party theme. You can grab yourself a fresh pair of loafers, mules or slide style footwear with dice, cannabis leaf prints and even Snoop’s embroidered face.

“I wanted the collaboration to be sleek and stylish, like me,” Snoop told Forbes. “The design team helped me to put together shoes that represented my style and me. I do things differently; you know that. It was important that we created a first collection that had distinction, but also class. Real class no fakes shit.”

 

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Snoop himself wearing the Duke Snoop Face loafers || Part of the @snoopdogg x Duke+Dexter collection || Limited edition

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Launched in early June, the ultra-exclusive, limited-edition line is only 1000 pair deep, meaning that snagging a pair means you’re part of an incredibly exclusive club.

Lee Rogers, head of product at Duke + Dexter said via a statement, “I wanted to try to bring something new and fresh to the collaboration and products. Snoop is such a legend and the weight of doing this well was always in mind.

“I really wanted to find a quote/lyric that could help encapsulate what Duke + Dexter are as a brand and what Snoop represents, the lyric we decided to use ‘la di da di, we likes to party we don’t cause no trouble, we don’t bother nobody.’”

Snoop said the partnership came about after he posted a pair of their shoes he liked to his 34.2 million followers.

“They very smartly reached out to me and we started by creating some dope bespoke styles together, I grew my relationship with Archie and we started building a plan… the rest is history!” said the rapper.

PHOTO | Duke + Dexter

While this ultra-exclusive line of footwear might be one of Snoop’s flashiest and newest business ventures, it’s far from his only one. Martha Stewart and Snoop are famously unlikely friends, even co-host a cooking show called “Martha & Snoop” together, he’s launched his very own cannabis strain and his “Leafs by Snoop” collaboration with Canadian cannabis giant Canopy Growth.

When asked why his fans should try out a pair of Duke + Dexter’s ultra-exclusive footwear line, Snoop said the quality of the brand was the selling point.

“D+D do things differently — they classy, they real,” said Snoop. “There’s so much fake shit out there nowadays, so many copycats. I only admire brands like this, brands who create their own, truly original stories and unique identities.”

If you can’t snag a pair of Duke + Dexter’s line, you can pick up a micro-suede house shoe, two luxury slide-in slippers and baby dogg slippers, all perfect for sipping a gin and juice wherever you might be.

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Fashion

First Look at Rihanna’s New LVMH Fenty Fashion Brand

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Fenty Fashion
PHOTO | Fenty

LVMH, the parent company of Dior and Givenchy, Moët Hennessy and Louis Vuitton, recently announced Rihanna’s Fenty fashion house would launch under their massive umbrella-ella-ella.

Fenty fashion will debut online on May 29 and at a Paris pop-up on Friday, May 24 and we’ve finally got a sneak-peak at what collection — designed be the Bal Gal herself — will look like.

In a new teaser video, Rihanna makes blink-and-you’ll-miss-them cameos styling looks on a diverse lineup of models that include denim, separates, and shirt dresses, styled with sporty sunglasses and strappy sandals.

“Designing a line like this with LVMH is an incredibly special moment for us. Mr. [Bernard] Arnault has given me a unique opportunity to develop a fashion house in the luxury sector, with no artistic limits,” Rihanna said in a statement. “I couldn’t imagine a better partner both creatively and business-wise, and I’m ready for the world to see what we have built together.”

Bad Gal took to Twitter to share her thoughts her latest business venture.

“Everybody knows Rihanna as a wonderful singer, but through our partnership at Fenty Beauty, I discovered a true entrepreneur, a real C.E.O. and a terrific leader,” said LVMH chairman Bernard Arnault in a statement, according to BoF. “She naturally finds her full place within LVMH. To support Rihanna to start up the Fenty maison, we have built a talented and multicultural team supported by the group resources. I am proud that LVMH is leading this venture and wish it will be a great success.”

The launch of the new brand will make for a historic one. It marks the first time LVMH has introduced and built a new brand since Christian Lacroix in 1987. More importantly, Rihanna will be the first woman of color to oversee a fashion house under LVMH.

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