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We wondered if they struck a deal with Goodwill on this, like why not Salvation Army, but it turns out that Levis just wants to be original. Says Treehugger: "As the ‘Original Recycler,’ 166 community-based Goodwills in the United States and Canada collectively divert more than 1.5 billion pounds of clothing and textiles every year from landfill by recovering the value in people’s unwanted material goods." [PSFK]