The denim giant Levi’s has launched a buyback program called Levi’s SecondHand.

This new program consists in giving customers – for the moment only U.S. residents – the opportunity to exchange their old Levi’s items in exchange for a gift card with which to make new purchases. All used items received will be sold on the Levi’s website where they can be purchased directly.

The project is based on Levi’s desire and need to move more and more decisively towards a more environmentally friendly and sustainable business, Jennifer Sey, Levi’s Chief Marketing Officer, said: “Repurposing and repairing clothes require minimal additional energy input, no water, and no dyes to make more jeans. Buying a used pair of Levi’s jeans through SecondHand saves approximately 80 percent of the CO2 emissions and 700 grams of waste compared to buying a new pair of Levi’s jeans”.

To make the process faster and to facilitate logistics, Levi’s turned to e-commerce start-up TROVE, whose founder and CEO Andy Ruben said about the project: “Implementing a second hand apparel infrastructure is the biggest move a company like Levi’s could make to improve its approach to a more sustainable business”.