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Levi's introduces WaterLess jeans

Fuseworks Media
Fuseworks Media

The Levi's brand has introduced a new range of WaterLess jeans - made using significantly less water. The average pair of jeans uses 42 litres of water in the finishing process. The WaterLess collection reduces the use of water in the finishing process by an average of 25% per pair of jeans - and up to 96% for some styles.

"We challenged ourselves to operate at the intersection of style and sustainability. Our WaterLess collection delivers on the great style and finish the Levi's brand is known for, but are made with a lot less water," said Erik Joule, Senior Vice President of Global Merchandising and Design of the Levi's brand. "We're excited about the results we've achieved so far, and we know we can make an even bigger impact by applying this innovative thinking to other aspects of our production process."

This season more than 13 million products will be made with the Levi's WaterLess finishing process, reducing water used in the jeans by 172 million litres of water. That's equivalent to:

- 726,600,812 8oz glasses of drinking water

- Drinking water for 181,000 people for one year

Levi's WaterLess jeans have reduced the water consumption in the finishing process by making simple changes to the process such as:

- Reducing the number of washing machine cycles by combining multiple wet cycle processes into a single wet process

- Incorporating ozone processing into the garment washing

- Removing the water from the stone wash

"What's different about the WaterLess collection is that we're still using the same materials and techniques to create finishes for our jeans but we've substantially reduced water's role in the equation, "added Joule. "Sometimes, the way to achieve a more sustainable design is to rethink a traditional process and find a way to do it better."

The first collection of WaterLess products in New Zealand will be available for Winter 2012 and will include over a dozen classic Levi's Jeans for Men & Women, including Levi's 501 jeans, skinny's and the popular 541 slim straight, as well as the Levi's trucker jacket.

Levi's WaterLess finishing process is just one way the Levi's brand is working to reduce the environmental impact of its products. Once a pair of Levi's jeans is taken home, even more water is used caring for jeans every time they're washed. Recent Levi Strauss & Co. research shows 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 once they care for their jeans at home.

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