The Lee brand is modelling itself after another celebrated jeanswear manufacturer, Levi’s, by introducing its own solution on how to be eco-conscious. While Levi’s is doing a bigger job by launching its Water<Less clothing and asking public to develop their own ideas on how to make drying more eco-friendly, Lee is trying contributing to the cause by encouraging its fans to re-use—packaging, not pants. The brand offers its consumers the ‘Never Wasted’ shopping bag, which can ‘reincarnate’ into a number of nice things after being used as a container for taking the purchases home.

The creators of the bag, the Happy Creative Service agency from India, wanted to develop packaging with would be able to fulfill multiple tasks. They said ‘no’ to traditional methods of re-using paper packs and recycling, but decided to make it up of several components that can be ‘extracted’ from the bag after it’s not needed in its original form any more. One ‘Never Wasted’ paper bag ‘includes’ cut-outs such as boxes, calendars, labels, even a snakes & ladders board game, to name a few.

The Never Wasted packaging, which were sold with the Lee products in shops across India, were increasingly popular, so the brand decided to make 10,000 bags more in addition to the 3,000, produced in the beginning of the campaign.  Though, this new bag doesn’t solve the problem of sending the used paper to the landfills, it delivers a message, which encourages consumers to see old things with new eyes. Still, maybe, it would be better if Lee just offered more durable bags.