Levi’s targets regenerative cotton boost in Pakistan

SAN FRANCISCO – Levi’s has claimed that a project being funded by the brand is set to provide a major boost to regenerative farming in one of Pakistan’s key cotton-growing regions over the next three years.

The Levi’s Regenerative and Resilient Landscape Initiative (LRI), launched in January in Jalalpur Pirwala, in Punjab’s Multan district, forms part of the wider Regenerative Production Landscape Collaborative (RPLC), which was set up in Pakistan in 2024.