What a great idea. Levis are rolling out the new ‘Care Tag’ in 2010 to promote recycling clothes and supporting charity shops – namely Goodwill shops.

“As a company built on values, we have long worked to promote sustainability in how we make our products and run our operations,” said John Anderson, president and chief executive officer of Levi Strauss & Co. “This initiative uses our global voice to empower hundreds of millions of consumers around the world to join us by providing simple and actionable ways to help care for our planet.”

We see partnerships like this as a real advantage to big brands. Levis has the reputation and clout to make this campaign work and change behaviour. The Care Tag has the possibility to catch on creating more kudos for the Levi’s brand, helping promote the Goodwill cause and helping people recycle their clothes more often.