Former advertising art director Peter Heron and ex Ogilvy/JWT ECD Walt Connelly have founded "I Am Not a Virgin," a new denim line made out of recycled materials.
The brilliant name notwithstanding, the idea is also pretty cool, a collection of jeans made out of 75% virgin cotton and 25% recycled synthetic, which includes brown beer bottles. The green-tech fashion company also sells t-shirts made out of recycled food trays and water bottles. The team behind the company includes folks who have worked on DKNY, Marc Jacobs and Ralph Lauren products.
According to Heron, it takes a million years for one glass bottle to break down in landfill, and if all the jeans sold here in the U.S. were produced using this green tech, 1.2 million barrels of oil could be saved yearly.