With the approval of the legalization of the Map in the USA Last December, The non-psychoactive cannabis industry is surging, and estimates predict it will reach a value of 13 billion to 2026.
Most of the bustle surrounding the Hemp (Hemp - Cannabis Industrial) has so far followed CBD products But there are many other uses, including those that are beginning to interest the clothing industry.
Now, American clothing giant Levi Strauss & Co., best known for its famous jeans brand Levi's, has found a way to make it from the map instead of cotton.
The transition from cotton to mamp significantly reduces the amount of water and chemicals required in the production of clothing, but unlike cotton, the fibers are hard to process and hard to make jeans.
"Hemp fibers are tougher and more rough than cotton," he said. Says Head of Product Development at Levi's International, Paul Dillinger. "They do not want to become soft, they want to make a rope out of them."
However, Levi's found a new way to process the HMP fibers and produce them almost as soft as cotton, in a process that requires much less water than is currently accepted.
The company also found a way to integrate Hemp with cotton, and in March launched Brand Outerknown jeans made from 69% cotton and 31% HDPE.
"We are pleased that customers love it, but more importantly, it helps ensure the future of our supply chain," said Dillinger, adding that this is a significant research project for the company to last for years, and not just some boutique products from the Map.
"Our intention is to put this into the heart of the production line, to incorporate it into brands and make it part of Levi's catalog," he said.
Bavias is still working on improving the quality of their Hemp fabric, and they hope that they will soon be able to launch jeans made from 50% HIP and 5 have already launched jeans made from 100.
Dillinger explains that the need for alternatives to cotton is obvious when looking at the growth curve of demand for cotton compared with the access to fresh water required for cotton growing and processing.
In the wavies, of course, they did not only discover the cannabis plant, but did not expect to be able to produce jeans until they discovered a breakthrough on the subject that came from Europe, where the law is legal in many countries. The company does not agree to disclose the European researchers who helped them with the development or elaborate on the breakthrough that was achieved.
"When we can make clothes from 100, we're going to reduce the amount of fresh water needed to produce clothing from 3,781 to 2,655, which is only in the growth stage," he says. "All in all, we expect to save two-thirds of the amount of water for the entire production process, which is tremendous savings."
But despite the optimism, Dillinger notes that replacing the cotton with Hemp absolutely for Levis and its competitors is not something that can happen overnight. In order to do it properly, it will take many more years of research and development.
The expectation is that the clothes of the garment, whether combined with cotton or not, are not going to be a passing fad. Dillinger says he can not speak for the company on marketing and advertising, but he is not worried about how to market the Hemp jeans because he thinks consumers will not notice the difference.
"Buying environmentally-friendly clothing requires compromise on their quality, and choosing between a garment and one that has been produced morally - but in this case there is no need to compromise in order to preserve the environment," he promises.