Levi's promotes the right-to-dry movement
Levi's Care to Air Design Challenge handsomely rewards stylish and sustainable home air-drying solutions for clothing.
Tue, Jun 15 2010 at 8:28 AM
For the past couple of weeks, I’ve been dabbling in (with the help of Seventh Generation
) the art of urban line-drying
. I’ll be blogging about my trials and tribulations in early July but I can tell you right now that as an apartment-dwelling, laundromat-relying urbanite without a backyard, it hasn't been easy.
Although my line-drying skills are admittedly shaky, there is one thing that I never
send through the dryer at my local laundromat: denim. Still, realizing that many folks do choose to dry
their jeans in an energy-guzzling machine
at home or in a laundromat, Levi Strauss & Co
. has partnered with Myoo Create
to launch the Care to Air Design Challenge
, a call for the “the world’s most innovative, covetable, and sustainable air-drying solution for clothing.”
The motivating factor for the challenge? A third-party lifecycle assessment
on a pair of Levi’s 501 jeans that revealed 60 percent of the climate impact is created during the consumer phase with 80 percent of that due to energy-intensive drying. Yikes.
The most effective way to reduce the climate impact of a pair of jeans is to air dry, yet the average U.S. household chooses a dryer. Some communities have even banned clotheslines, calling them unsightly. Well, Levi Strauss & Co. would like to challenge that point of view by finding clothesline designs or other innovative air drying solutions that are undeniably stylish, sustainable and effective.
Levi’s is offering $10,000 (first prize gets a nice chunk of change: $4,500) to be distributed among five finalists voted on by Myoo community members and picked by a panel of judges based on aesthetics, scalability, environmental sustainability, and ingenuity. The entry deadline is July 31, so if you have a concept that you’d like to submit
, get going. If you’re not the designing-type but are passionate about air-drying
, check out all the entries submitted so far
and vote for your favorite. The five finalists will be announced on Aug. 16.
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