Levi Strauss & Co. is making it easier for consumers to recycle clothing and footwear. The brand is rolling out its clothing recycling initiative to all Levi’s mainline and outlet stores in the United States. Customers can drop off any brand of clean, dry clothing or shoes in the collection boxes at their local Levi’s store. In return, customers will receive a 20 percent discount off a single, regular-priced Levi’s item in-store.

The expanded program builds upon Levi’s ongoing partnership with I:Collect (I:CO), an end-to-end solutions provider for reuse and recycling of apparel, footwear and other textiles. “This in-store take back program not only makes it easy for consumers to recycle their unwanted items, but also helps create much-needed awareness about the challenge of textile waste and the aim to keep these items in an everlasting cycle,” said Jennifer Gilbert, I:CO USA chief marketing officer.

Levi’s recycling initiative is part of the company’s commitment to reduce the volume of waste sent to landfills and its mission to create an infrastructure that supports a circular economy by 2020.

“We’re thinking about sustainability across all facets of our business and how to shift consumer behavior to make recycling clothing the norm,” said Michael Kobori, vice president of sustainability at Levi Strauss & Co. “As an industry leader, we consider all phases of our product lifecycle, including stages beyond our direct control like the product’s end point. Collecting used clothing at our stores makes it simple and easy for consumers to do their part and builds upon our commitment to do the right thing for the environment.”

Levi’s recycling program times well with the introduction of Friday Fashion Exchange, a series of events that invite women to try on Levi’s new collection and bring their gently worn jean for recycling. The events will take place every Friday in all US Levi’s main locations until Aug. 28. Women who recycle their clothing at a Friday Fashion Exchange event will receive an additional voucher for $10 off their purchase of any item from Levi’s new women’s range.