Cotton Might Not Be King For Long, Hemp is Making A Comeback in Levi’s Jeans

Hemp is one of the most powerful plant in the world, producing twice as much fiber as Cotton, using far less water and pesticides. It has been illegal to grow in the United States for over 80 years because of its misunderstood with marijuana.
Fortunately, Congress finally passed The Hemp Farming Act in the farm bill in December, giving American clothing manufacturers more affordable source of hemp fiber.
Levi Strauss will be offering jeans made out of 30% hemp, 70% cotton in effort to brand itself as more sustainable. There were some concerns about how consumers would perceive wearing Hemp, who have grown accustomed to the texture of cotton. Levi’s has come up with a way to “cottonize” the feel of it.
Levi’s says, “we partnered with fiber technology specialists to create a ‘cottonization’ process that softens the fiber using very little energy or chemical processing to make it look and feel indistinguishable from cotton.

The cannabis analytics firm New Frontier predicts that the hemp industry will reach $5.7 billion by 2020. Hemp plants yields twice as much fiber as cotton per acre, using bout a tenth the water, and much less pesticides and herbicides. Clothing and other textiles made from hemp are more durable than Cotton, making them last longer and less replaceable.

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