by Nick Winfrey
Eco-friendly fashionistas and conscientious denim collectors came out in droves to the Levi’s showroom in Los Angeles last Saturday evening to help kick off the jeansware giant’s Care to Air design challenge. Running now through July 31st, this one-of-a-kind contest looks to promote line-drying jeans as a means of reducing the substantial negative effects that laundering clothes can have on the environment, and calls on green pioneers and inventors to submit original air-drying solutions, with the mind behind the best carbon-neutral contraption receiving $10,000 in prizes.
Located in a converted home just above Sunset Boulevard at the base of the Hollywood Hills, the Levi’s showroom proved to be a great venue for a fun-filled night of entertainment and environmental education. Guests were invited to sample VeeV-spiked snow cones and lemonades as they perused the clothing collection inside the boutique’s maze-like layout. Out back, party-goers mingled amidst lush landscaping as a DJ set the mood with mellow beats. Of course, the green theme remained prominent throughout the event, with a cleverly-rigged laundry line literally looming over guests’ heads in the large backyard, and exhibits offering information on energy-efficient washing practices. While the majority may still see hang-drying as an impractical thing of the past, those in the know at this exclusive event went home Saturday night with a useful nugget of knowledge: the clothesline is once again cool!
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