We’ve seen plenty of clever denim reincarnations in our day, but Ford’s plan to line its car interiors with recycled jeans might have every one of them beat. The American carmaker will be outfitting its 2012 Ford Focus with 100 percent post-consumer recycled cotton—including discarded denim jeans—as part of the carpet backing and sound-absorption material. Pure jeanius? We think so.

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The initiative is just part of Ford’s efforts, which include launching electric versions of their vehicles and developing algae-based biofuels, to become a greener, cleaner car company. The automaker has also dabbled in soy-foam seats, recycled underbody resins, chair covers made from recycled yarn, and natural-fiber plastic in its interior components.

Each 2012 Ford Focus will include the equivalent of two pairs of average-size American jeans.

“The good news is these jeans didn’t end up in a landfill, nor did we use the water, fertilize, and land to grow virgin cotton,” says Carrie Majeske, Ford’s product sustainability manager, of the reclaimed cotton. “It’s an alternative that our customers can appreciate, it’s cost-effective, and it’s better for our planet. These are the kinds of sustainable solutions we are looking for in all our vehicles.”

So just how much cotton will each car contain? Based on Ford’s calculations, you can expect to find the equivalent of two pairs of average-size American jeans in each 2012 Focus.

+ Press Release

+ Ford