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Levi's Care to Air to kick off in June
19
May '10
Levi Strauss & Co. is asking consumers to let all their good green laundry ideas hang out. Starting on June 1, green pioneers and inventors can submit original air-drying solutions as part of the company's “Care to Air” contest, with the chance to win $10,000 in prizes. The company is looking for the next generation of air drying design ideas that will improve or replace the typical clothesline. Design ideas will be accepted from June 1- July 31, 2010, and winners will be announced on August 16.

According to Levi Strauss & Co.'s research about the lifecycle of its core products, line drying is one of the best ways consumers can reduce the climate change impact of their clothes. However, line drying clothes has become a thing of the past in America, as 92 percent of U.S. households have a dryer, according to Project Laundry List.

Levi Strauss & Co. is working to change that trend by encouraging consumers to think differently about their laundry habits with its “Care Tag for Our Planet” campaign. With its “Care to Air” contest, the company is working to spread the word about the positive environmental impact of line drying and encourage creative design solutions that may change the way people dry their clothes.

“We know that simple changes in laundry habits can have a big effect on the climate change impact of clothes – and none is more important than line drying,” says Michael Kobori, vice president for social and environmental sustainability, Levi Strauss & Co. “When we think about machines that use a lot of energy, cars and air conditioners quickly come to mind. It's easy to overlook something as simple as a clothes dryer. With this contest, we're looking for pioneering designs that will help future generations think differently about air drying.”

The Levi's “Care to Air” contest will accept submissions with partner Myoo Create, an online crowdsourcing platform, from June 1 – July 31, 2010. Myoo Create hosts competitions that allow mass collaboration in pursuit of a better future. Anyone can participate in this open competition by either submitting a design or voting on a favorite submitted design.

Submissions will be narrowed down to five finalists in early August, including three “crowd favorites” chosen by the Myoo community as well as two all-around favorites chosen by a panel of eco-innovator judges. The five finalists will present their designs on August 16 in San Francisco to the judges.

The “Care to Air” contest is the latest initiative from Levi Strauss & Co. designed to engage with consumers about how simple changes in caring for clothes can help the environment. Earlier this year, the company launched the “Care Tag for Our Planet” campaign, changing the product care tags in Levi's jeans to include instructions about ways consumers can reduce the environmental impact of their clothes after leaving the store.

Levi Strauss & Co. is one of the world's largest branded apparel companies and the global leader in jeanswear, marketing its products in more than 110 countries worldwide. The company designs and markets jeans, casual wear and related accessories for men, women and children under the Levi's, Dockers and Signature by Levi Strauss & Co. brands. Levi Strauss & Co. reported fiscal 2009 net revenues of $4.1 billion.

Levi Strauss & Co


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