The Sisterhood of the Traveling Pants (STP) sounds like a bizarre band of feminist gypsies, but is actually a popular movie based on an even more popular book series. The sequel, STP2, is due in theaters on August 6th, and they’ve already had the red carpet preview. Alexis Bledel who plays Lena in both movies, was interviewed at the advance showing by Celebs Gone Good about what her “cause” is. Alexis described why the marketing campaign for the movie is her favorite cause, “They are working with Habitat for Humanity in New Orleans. They are recycling jeans…for insulation that will help insulate the houses they are building down there.”
Cotton Inc. along with GUESS and Warner Bros. Pictures are encouraging buyers of Guess products to recycle old jeans, for which they’ll get a discount on each pair of old denims they turn in. The collected jeans will be reclaimed into cotton and then made into insulation, which will be used for energy efficient home building in New Orleans through Habitat for Humanity.
The Cotton Industry has many environmental/pesticide issues, but in researching this denim insulation, it seems like a good eco-product. UltraTouch Natural Fiber Insulation is made from 85% post-industrial cotton fiber. Most of their source comes from taking scraps from the manufacturer, more so than recycling drives like this movie promotion. A higher percentage of post consumer denim would be better, but it still uses up all those scraps that otherwise would go to the landfill. The insulation is treated with a ‘natural” fire retardant, but it’s 100% recyclable, VOC-free, and formaldehyde-free. Martha Stewart might say, “it’s a good thing.”