Dockers, a brand owned by Levi Strauss & Co, is releasing a new line that manifests sustainability on its all stages of production, from material sourcing to working force. The line is called Wellthread, which mirrors the company’s philosophy commitment to sustainability. The products were developed at the company’s new innovation lab in San Francisco.

Levi Strauss & Co. and American Rag founder, Mark Werts have joined forces to work on a new premium denim concept called Industrie Denim. These results in new stores: first of them opened in Scottsdale, AZ earlier this month and a second store opens in San Francisco today. An online store will also be available soon at The stores featuring industrial store interiors offer a wide choice of the best denim brands.

Giant corporations and smaller companies always strive to be innovative to boost their business and continue success. Since each of the market leaders does a great job in this field, measuring and comparing their ‘innovative’ achievements can be rather tough, still Information Week, the technology magazine, studied their activity and published a list of the American companies, which use innovations in their strategies in the most effective way. While a multinational technology company, PACCAR, which manufactures premium commercial vehicles, tops the 2011 InformationWeek 500 list, the second position is taken by Levi Strauss, followed by other consumer companies including Procter & Gamble, Walgreen Co. and Colgate-Palmolive Co, which take the 8th, 29th and 50th place correspondingly. The companies were ranked based on how they use technologies and fresh approaches to engage consumers in the most meaningful and entertaining way.

Dockers, one of the Levi Strauss brands, is offering real men (and women) to enter a new contest for a chance to receive as much as $100,000 to develop their lifetime dream project, either business or personal ones. The US competition comes as part of the ‘Wear the Pants’ global ad campaign, which has been running since 2009 celebrating “a new style of masculinity—one that blends accountability and sensitivity, for the man who knows how to change a tire and a baby’s diaper.” The well-known khaki pants brand is giving away the major prize of $100K as well as additional 43 ‘Man Grants’ with total value of over $75,000 in services, tools, resources, or cash.