Jeans made from garbage?

Is this a smart marketing idea or a good use of "post consumer recycled content" ?



How? Levi's says -
Levi's Waste<Less jeans are the result of our latest design innovation. Each piece features a minimum of 20% post consumer recycled content, from an average of 8 plastic bottles


By repurposing waste--in this case, plastic bottles and trays--and recycling them into new fabrics, we're doing our small part to utilize existing materials in place of virgin cotton, which is dependent on numerous natural resources.