10/21/2009 10:35 am ET | Updated May 25, 2011

Forever in Blue Jeans

Forever in Blue Jeans. Neil Diamond, originally released 1978. What a concept.

Wouldn't we all love to be "forever in blue jeans?" How excited were you when your company announced that you could wear blue jeans on Friday? And when you think blue jeans, what brand do you think of? I think of Levi's. I've been wearing them since I was a kid. Levi's jeans are part of our heritage and they're true Americana. But Levi's is also a global icon, a part of almost every culture, in every corner of the world. Whether it's for comfort or for style, we all love our Levi's.

We might not all be aware, though, that going far beyond comfort and style, Levi Strauss & Co. is a socially conscious company. Today, they took that commitment to community to a whole new level. Levi's announced a new initiative that aims to put billions of pounds of unwanted clothing to good use instead of into landfills.

Beginning in January 2010, the Levi's brand will be the first major retailer to include messaging on product care tags that encourages people to donated unwanted clothing. The care tag will be Levi's ongoing commitment to the environment. Isn't this awesome?

Goodwill is the only organization that has both an infrastructure and a footprint to support this initiative and we are excited to be a part of it. Not only does this program ensure more reuse and recycling of clothing in our communities, it also takes a major step forward in breaking down the cycle of poverty in our communities in the United States, and eventually, throughout the world.

So with Levi's innovation, and as other manufacturers join this great cause, everyone should know that for every donation of their Levi's or any other clothing, they're not only impacting their environment, but fueling Goodwill employment services for people in need of work. Revenue from the sale of donated reusable goods at Goodwill stores funds job training, employment placement services and other community-based programs for people who have a disability, lack education or job experience, or face other challenges to finding employment.

Congratulations Levi's for your innovation, and for your commitment to our environment and our communities.