Tuesday, March 27, 2012

Levi's introduces Water less Jeans collection for Spring 2012

Heavy on Style, Light on Water: Levi’s® Water<LessJeans Save More Than 172 Million Liters of Water
When it comes to the water used to make Levi’s® Water<Less™ jeans - less is definitely more! The average pair of jeans uses 42 liters of water in the finishing process, Levi’s® Water<Less™ products reduce the use of water in the finishing process by up to 96 percent for some styles.  The Levi’s® brand has already made more than 13 million Water<Less products and saved more than 172 million liters of water.

“How would you approach manufacturing today if you considered all the challenges around us in the world?” said Erik Joule, Senior Vice President of Global Merchandising and Design of the Levi’s® brand. “Levi’s® Water<Less™ is a platform that looks at manufacturing in a different way.  It’s really about looking at design as one continuous circle to ensure we reduce the impact on the environment.”

Watch Erik talk you through the new finishing process here .

Levi’s® Water<Less™ 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

In addition to Levi’s® Water<Less™ jeans innovation, the Levi’s® brand has also partnered with to help raise awareness about vital water issues and bring clean drinking water to people around the world.  Nearly a billion people around the globe don’t have access to clean drinking water and the Levi’s® brand is proud to be doing something about it.  Beginning March 22 – World Water Day – the Levi’s® brand and are teaming up for the second consecutive year to launch a new interactive challenge called “Go Water<Less”.  The challenge encourages people to “Go Water<Less” by taking water saving steps to experience what life is like for the one billion people worldwide without clean drinking water.  Check it out at and help provide water to those without. Watch Co-Founders Matt Damon & Gary White talk about this association here .

Levi's® Water<Less™ 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 are 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.  As a company, Levi Strauss & Co. is making strides in reducing the water used in these key areas – from supporting more sustainable ways to grow cotton to monitoring how suppliers use water in the manufacturing process.

For more information about Levi's® Water<Less™ and World Water Day check out the digital press kit at:
username: levisbrand
password: gowaterless

Explore the new Levi’s® Water<Less™ finishes for Spring here:

The Levi’s® brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss in 1873, Levi’s® jeans have become the most recognizable and imitated clothing in the world – capturing the imagination and loyalty of people for generations. Today, the Levi’s® brand portfolio continues to evolve through a relentless pioneering and innovative spirit that is unparalleled in the apparel industry. Our range of leading jeanswear and accessories are available in more than 110 countries, allowing individuals around the world to express their personal style. For more information about the Levi’s® brand, its products and stores, please visit

ABOUT WATER.ORG is a non-profit organization whose founders, for more than 20 years, have transformed hundreds of communities in Africa, South Asia, and Central America by providing access to safe water and sanitation. Founded by Matt Damon and Gary White, works with local partners to deliver innovative solutions for long-term success. Pioneered by in 2003, WaterCredit allows individuals to access loans for water connections or toilets reaching five to ten times as many people as a traditional grant over a ten-year period. Learn moreIts microfinance-based WaterCredit Initiative is pioneering sustainable giving in the sector. Learn more and make a difference at

Kindly Bookmark and Share it:


  1. i am not sure if I should be excited abt this? This can be just another advertising method..

    1. True- else we can get inspired by Leonardo Di Caprio & maybe shower once a week!! ;) Jokes aside I think its a good that companies are waking up to the idea of environment friendly production process.

  2. Hey :) That's really great that such big brands are now opting for environment friendly techniques...
    The Sweet Life

    1. Bang on Ruhie! Building sustainable and eco friendly processing is not only good from a brand building perspective it also is good business sense.

  3. Recently visited a levi’s store near my office… they have these interesting jeans that they are promoting. These waterless jeans are manufactured using new techniques to create the finish people want…without using a lot of water of course.

    1. True-branded Denim space is heating up and brands like Levi can actually use this process innovation to cut through the clutter in the market and carve out a eco friendly brand identity and obviously help save Mother earth.I'd say its a good initiative.

  4. I have heard of this new water<less campaign from Levi’s. It is very interesting indeed! I am sharing a link to another article that I recently read on this: Must say kudos to Levis for taking this water saving initiative.

    1. Hi Reshmi V. I was coming out of my office and saw this waterless campaign on the Levis store. I also feel it is a great initiative. About time!



Related Posts Plugin for WordPress, Blogger...