Joining the ranks of companies looking to better their environmental image is Levi Strauss & Co, who just announced their newest line of jeans will embrace the Better Cotton Initiative. The company plans to introduce two million pairs of jeans made from Better Cotton and appeal to those who are looking for sustainably grown options, according to ApparelNews.net.

Levi Strauss & Co. first joined the Better Cotton Initiative in 2009, which aims to reduce pesticide use in cotton and support farmers in countries such as Pakistan and India with less than two hectares of land.

Other apparel companies that have signed on to the organic, sustainably grown movement include H&M, Good Society and Adidas.