Levi Strauss Creates New Jeans With 28% Less Water

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.

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Image Credit: Flickr – yeryabs

94 comments

Robyn L.
Robyn P.3 years ago

Ok, this is a repost from 2010. That noted, why hasn't Levi's gone lower water across the board?
As Sara said in 2010, why buy pre faded?
I remember as a kid getting jeans that didn't fit until after a few washes and dryings. We bought soft and fade to get them flexible and somewhat lighter.
Give me women's cut 501s with dark indigo and I'll fade them...but have to make the jean sturdy enough to be worn for years.

Robyn L.
Robyn P.3 years ago

Ok, this is a repost from 2010. That noted, why hasn't Levi's gone lower water across the board?
As Sara said in 2010, why buy pre faded?
I remember as a kid getting jeans that didn't fit until after a few washes and dryings. We bought soft and fade to get them flexible and somewhat lighter.
Give me women's cut 501s with dark indigo and I'll fade them...but have to make the jean sturdy enough to be worn for years.

Teresa Wlosowicz
Teresa W.3 years ago

great news

Val M.
Val M.3 years ago

Good news.

Michele Wilkinson

Thank you

K s Goh
KS Goh5 years ago

Thanks for the article.

Dana W.
Dana W.5 years ago

Great news! I hope a lot of other manufacturers will follow their example.

Ioana Boca
Ioana B.5 years ago

great idea,so eco friendly,i like it a lot!

marta d.
marta d.5 years ago

Good news but the use of ozone may be a concern. And I've just learnt that to decolour denim they use GM enzymes.

Diane G.
Diane G.5 years ago

way to go Levi's!