US jeans giant Levi Strauss & Co has become the latest retailer to partner with Cotton Incorporated to encourage shoppers to recycle denim with a new campaign.

The Blue Jeans Go Green scheme asks consumers to drop any denim from any brand into a recycling box at Levi stores and outlets. In exchange, shoppers will receive 20% off a single item.

Recycled jeans under the Blue Jeans Go Green programme can take on many new functions, but denim donated at Levi stores will be upcycled into UltraTouch Denim Insulation, a portion of which will go towards community-oriented projects,  such as libraries, hospitals, and schools.

An increasing number of apparel firms are encouraging recycling amongst their consumers through new programmes or innovating using recycled clothing.

Earlier this month, US apparel retailer American Eagle Outfitters (AEO) partnered with Cotton Incorporated on a similar scheme. 

Levi's commitment follows the launch of its latest capsule collection of responsibly made products, this time featuring a new form of "cottonised hemp" denim, marking another step forward in its quest to create a more sustainable denim industry.

Click here to read just-style's recent interview with Michael Kobori, vice president of social and environmental sustainability at Levi Strauss & Co.