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.
Reads the official Care to Air Design Challenge page:
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.