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A new line of Chuck Taylors made from upcycled jeans is just the beginning of Converse’s efforts to rethink its most famous design around sustainability.

This August, Converse will release a new line of sustainable shoes made from discarded jeans. Dubbed Renew Denim, every pair will be unique because it’s been sourced from worn denim. But Renew Denim is only the first step in an roadmap for Converse to produce millions of Chuck Taylors and Chuck 70s out of upcycled textiles of all sorts.

Yes, like AdidasEverlane, and Native Shoes, Converse is going green—but it’s doing it in a very Converse way.

Source: Fast Company