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Monday, January 31, 2011

Levi's pours less water into green jeans

The Associated Press

NEW YORK – When Levi's washes its jeans, it's not to get them clean. It's to make them soft.

So who needs water?

The manufacturer began offering a denim collection last week that reduces the amount of water used in the finishing by an average of 11 gallons per pair. The company claims a total of 4 million gallons saved for its spring collection now in stores.

The denim is still "washed" with stones, but the water has been removed from the process, and the number of wet-washing cycles has been cut by combining steps.

The early reaction to the Waterless jeans, according to Erik Joule, senior vice president of merchandising and design, is, "What's the difference?"

That's exactly the point.

"I think anything that blends fashion without an altered look [and] with sustainability and social responsibility, it's a winner, but sometimes there's a tension between the sides."

Parent company Levi Strauss & Co. is using this launch as a starting point for a conversation with its consumers, manufacturers, retailers and even its competitors about doing business in a more eco-friendly way, Joule says. The hangtag that goes home with the jeans also encourages less washing at home, use of cold water and line drying.

A real greening of the industry – without the aesthetic change – could get people excited about buying new jeans, he adds.

There's an emphasis on Levi's men's product for now, partially because men tend to like a more rigid, dry hand on their denim than women – and that texture was easier to master with the drier process.

But development is under way for lighter, softer finishes, and the technology is being passed on to the Docker's brand to start work on khakis.

The Waterless project has already changed the culture in the company's headquarters in San Francisco, which has switched to low-flow faucets, for example. Personally, Joule says he keeps track of his own water use at home: no more running water when he's brushing his teeth.

The Associated Press

Real Jeans - Real Protection - Stylish Motorcycle Jeans


Paris, France (ESA) Dec 28, 2010
A French company has found business success by blending high-tech fibres used in an ESA space mission with old-fashioned denim to create comfortable, stylish protective gear for bikers.

Like 75% of European motorcycle riders, Pierre-Henry Servajean was wearing regular jeans when he took a bad spill on his bike in 1995:

"I realised everything I had on my body was perfect - my helmet, gloves, jacket - except the jeans. I had suitable things for every part of my body, except my legs."

The realisation triggered a decade-long quest to find a fabric that combines the comfort and breathability of denim with the strength and abrasion resistance of protective gear like motorcycle leathers.

It ultimately led him to the founding of ESquad, a fashion label devoted to ultra-durable motorcycle jeans.

Pierre-Henry knew there were many fabrics that might fit part of the bill. Kevlar, for example, is legendarily tough.

But Kevlar has some major flaws when it comes to apparel. It doesn't 'breathe', in the woven form it is uncomfortable to wear and starts to disintegrate when it's exposed to the ultraviolet in sunlight.

To find a fibre that could beat Kevlar, Pierre-Henry had to go further afield. After extensive research, he lit upon a fibre known as 'ultra high molecular weight polyethylene' (UHMWPE).

It is a form of polyethylene, the world's most common plastic, but the fibres are twice as strong as Kevlar, and 10-100 times stronger than steel.

Held ESA satellite on 30 km tether UHMWPE is so strong yet so lightweight that in 2007 it was used to produce a very special line for the YES2 tether experiment that piggybacked on ESA's Foton-M3 microgravity mission.

Only half a millimetre thick, a 30 km-long line of UHMWPE fibres dangled a small reentry capsule in orbit, demonstrating that 'space mail' can be sent using a relatively simple and cheap mechanism.

By taking the same fibres and wrapping them in cotton, Pierre-Henry managed to create a fabric
that combines the qualities of jeans with the toughness and strength of UHMWPE: "In the core of the yarn, instead of cotton you have high-performance fibre.

Working with ESA's technology transfer broker in France, Nodal, Pierre-Henry's Armalith fabric is being highlighted by ESA as part of its Technology Transfer Programme to find use in other non-space sectors.

The fabric is a perfect combination of abrasion resistance, strength and comfort.

Tested to European standards, it measures up to motorcycle leather in terms of crash protection.

To demonstrate the fabric's strength, Pierre-Henry orchestrated a unique publicity stunt: he suspended a 2700 kg Hummer from a pair of the jeans.

The motorcycle community has gotten the message already: ESquad jeans are sold in motorcycle shops all over Europe, and have earned rave reviews from motorcycle magazines in France and Germany.

Kim Kardashian at the SAG Awards




Kim Kardashian arrives at the 17th Annual Screen Actors Guild (SAG) Awards held at The Shrine Auditorium on January 30, 2011 in Los Angeles, California.







Sofia Vergara at 63rd Annual Director's Guild of America Awards in Hollywood




Actress Sofia Vergara arrives at the 63rd Annual Director's Guild of America (DGA) Awards Dinner held at the Grand Ballroom at Hollywood & Highland Center on January 29, 2011 in Hollywood, California.






craving for ..




SO LAST YEAR !! i know ... but what can i do ??
In Indonesia there is no H & M and I really wanted to to have this dress ! 
Well, everytime I see the clothes of H & M on the internet, I just drool and bite my finger. 
Dear H& M, please, please, kindly open your branch in Indonesia soon.
Lanvin Edition for H & M is crazy, I want all of its products.
* sigh *



citos =]



my cousin, oxa




i used to look like this


YES! This is me when I suddenly wanted to cut my hair became short. 
This is a photo from 3 - 4 years ago. My mom cried out in surprise when I got home and she saw my hair this short. She thinks I got stressed that I do not quite sober to cut my long hair became as short as this, well, no wonder she thought I'm in severe stress, 
you can see a 'shopping bag' under my eyes.

Korean Street Style




Korean are really great in movie series and fashion. 
These are some of my favorite pictures of the street styler. 
I took these pictures from Google. 
I really like how they combine their clothes into something very stylish. Well, for anyone who pictures upload here, I'm sorry. I just admire how you dress. I hope you do not mind.