Manufacturing of Levi’s jeans becomes more sustainable
Levi’s® the maker of traditional American jeans is launching a Water<less ™ Spring Collection under the motto of “Heavy in style – light on water” and the production of this line saves more than 172 million litres of water
The average pair of jeans uses 42 litres of water in the finishing process whereas the new line reduces water consumption by up to 96 % for some styles. The new line has been producing already 13 million Water<Less products saving the indicated amount of 172 million litres of water being the equivalent of 726600812 eight ounces glasses of drinking water, enough for the annual consumption of 157000 people by making simple changes to the process such as reducing the number of washing machine cycles by combining multiple wet cycle processes in a single wet process and by incorporating ozone processing into the garment washing as well by removing the water from the stone wash. The brand has also entered a partnership for the second year with water.org (transforming in 20 years hundreds of communities in Africa, South Asia and Central America by providing access to safe water and sanitation) to raise awareness about vital water issues and bring clean drinking water to people around the world because approximately one billion people around the globe don’t have access to clean drinking water. The partnership entails since March 22 (the international Water Day) the launching of a new interactive challenge called “Go Water<Less” to encourage people by taking water saving steps to experience what it means for one billion people not having access to clean drinking water and by this action to help provide water to those without. It makes jeans buyers also aware that precious water is used caring for jeans every time they are washed. Research work has proven that during the lifecycle of a pair of Levi’s® 501® jeans the largest water impact comes from the cotton growing process and through the laundry habits of consumers. Levi Strauss & Co. (founded 1873) is supporting more sustainable ways to grow cotton and to monitor how suppliers use water in the manufacturing process. The company launched in addition a “Care Tag for Our Planet” campaign with new tags and instructions how the consumer can reduce the environmental impact of their clothes by washing less, washing in cold water, line drying and donation when the wear is no longer needed.