NEW YORK Levi's and Goodwill are teaming up through a program that uses product care tags to encourage people to donate clothing to the non-profit organization.
The messages on the tags urge Levi's customers to donate the jeans "when they are no longer needed and care for our planet."
The push, "A care tag for our planet," was conceived by BBDO West, San Francisco, and will include online and in-store communications.
"This initiative uses our global voice to empower hundreds of millions of consumers around the world to join us by providing a simple and actionable ways to help care for our planet," said John Anderson, Levi's CEO and president, in a statement.
Jim Gibbons, CEO and president of Goodwill, said the partnership is designed to increase the lifecycle of clothes "to address nearly 24 billion pounds that end up in U.S. landfills each year."
Clothing carrying the eco-friendly tags will be available in the U.S. in January and in global markets next fall.