18,850 pairs of denim turn Levi's Stadium into actual 'Field of Jeans'

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SAN FRANCISCO — If you build it ... Levi Strauss & Co. will cover it with jeans to teach you a lesson about recycling.

When the company claimed naming rights to the San Francisco 49ers' new billion-dollar home in Santa Clara, California, last year, the "Field of Jeans" nickname was born. Levi's trademarked the term and made the play on words a reality this month with a Bay Area denim drive that brought in over 18,850 pairs.

The donated jeans, whose sale at Goodwill will benefit the nonprofit's local job training programs, ended up at Levi's Stadium to demonstrate the impact of recycling used clothing instead of sending it to the landfill Read more...

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from MashableKate Sommers-Dawes