Iconic denim company Levi Strauss has announced a new line of jeans designed to dramatically reduce the water needed to produce each pair of pants.
The company is calling the new line “Water<Less” jeans, and thanks to making simple changes to the jeans finishing process, each pair boasts an average water footprint that is 28 percent smaller than most brands–and as much as 96 percent smaller in some jeans products.
Three ways that Levi’s is cutting water from the jean-making process:
- 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
This means that the the company will be able to create the 1.5 millions pairs of jeans for 2011 while saving 16 million liters of water. And they’re not content to keep these water saving techniques all to themselves.
Levi’s is also sponsoring a conservation campaign that will encourage its customers to reduce the water used in the care of the jeans. An ad for the campaign reminds each customer that by simply washing their pants every two weeks (instead of once a week) they will be able to collectively save over 80 million liters of water.
That’s the equivalent 2,682,119 5-minute showers, 13.4 million toilet flushes, or 84,787 years of drinking water for one person.
Levi’s launched the Water<Less jeans as a follow up to several other water-saving measures: a care tag that includes water- and energy-saving advice, and an Eco Index used to measure the environmental and resource impacts of outdoor products.
Image Credit: Flickr – yeryabs