Today, Fast Company interviewed Levi’s head of Global Product Innovation, Paul Dillinger, on the company’s mission to exit the fast fashion cycle – where new is always in style – and move towards more sustainable practices.

The company has long been known for socially-responsible practices, such as its 1991 “terms of engagement” document, which set high standards for worker’s rights, a healthy work environment etc…

But the company hopes to go further. Dillinger hopes that Levi’s can change peoples’ mindset to not think about clothes as just disposable. He says:

“what we’re trying to do is encourage our consumer to be conscious that when they purchase a pair of jeans, that is not an isolated event. The garment had an impact before they purchased it, in terms of people that made it and the waste that was involved in creating it. And it’s going to exist long after they’re done owning it.”

For what it’s worth, I’m giving some major kudos to Levi’s for this mission. Will others do the same?

Fans of Levi's clothing care about CSR and social-consciousness.

Here we see that 27% of Levi’s fans consider a company’s social consciousness “Very important” in deciding where to shop and what to buy. However, they’re already fans, which may not be as relevant to the company.

So what’s equally interesting, is that roughly 1 in 4 non-fans (those who are either neutral or unfavorable) answer the same. Though this is lower than the general population, it presents major opportunities. In addition, those who feel neutral about Levi’s are much more likely to answer “Somewhat important” to the former question.

So, perhaps this new direction will not only help the planet, but will help Levi’s bring in new customers as well.

Check out other recent posts, including: A Look at Nordstrom Fans in the New Era of Brand Politics, Rise in Instagram Usage Parallels Rise in Cosmetic Surgery Hopefuls, and Corporate Social Responsibility and the Socially-Conscious Consumer!