Every year, 26 billion pounds of textiles end up in landfills in the U.S. With the holiday season upon us, Levi Strauss & Co. partnered up with Goodwill and the San Francisco 49ers to remind people of the importance of donating old clothing. In just 16 days, the Bay Area donated more than 18,850 pairs of jeans – enough to create a message of sustainability by building a Field of Jeans.
The massive art installation covered the entire field of Levi’s Stadium with the donated jeans. The center of the piece used the negative space of the green field to form the recycling symbol, which can be clearly seen from an aerial perspective.
The installation took over 16 hours to complete, with a crew working nonstop to bring this vision to life.
This is a play-by-play highlight reel of something that you’ll have to see to believe.
Levi’s® Field of Jeans™ from Levi’s® Stadium on Vimeo.
ESPN’s own Darren Rovell @darrenrovell took notice of the installation on Twitter, as did Mashable who interviewed Michael Kobori @KoboriGrillsCSR , VP of Sustainability at LS&Co. about the importance of educating consumers around small acts that can make a big impact: 18,850 pairs of denim turn Levi’s Stadium into actual ‘Field of Jeans’.
Images for download are available here.
Check back on Unzipped tomorrow for more from behind the scenes at the Field of Jeans installation.