Levi’s is partnering with the San Francisco Department of the Environment and I:CO on a newly launched project that aims to dramatically reduce textile waste. The large-scale Textile Reuse & Recycling Initiative that kicked off in San Francisco in early January encourages consumers to donate their old used clothing to recycling facilities through special containers, all to make San Francisco a zero-waste city.

Levi’s that has become one of the participating retailers, is launching its Progress With Less recycling program as part of this initiative. The jeanswear brand has installed special Save Fashion bins at its three stores in San Francisco, asking consumers to drop in old clothing—not only Levi’s branded—they no longer need. The collected items will be then given to the I:CO, which will help this waste reincarnate into ready-to-use fabrics.

This is just a pilot program, which can be extended beyond 2014 and into other stores if succeeds at the initial stage. Customers may spread the word about the initiative using the #SFSaveFashion hashtag.

“At Levi Strauss & Co., we work to ensure sustainability is woven into the fabric of everything we do—from how our clothing is made to how we care for the planet. It’s even woven into our San Francisco headquarters, which is insulated with more than 25,500 pairs of recycled jeans—a novel reuse initiative that we’re working to roll out to other local organizations,” shared Levi’s in a blogpost.

With this initiative, Levi’s follows in the footsteps of H&M, which has been partnering with I:CO for a year. Recently, the retailer has announced its first-ever jeans collection crafted using 20% recycled fabrics.