Home / Knowledge / News / Apparel/Garments / Levi's Water Less jeans provide style & sustainability
Levi's Water Less jeans provide style & sustainability
21
May '11
Levi's, the original and definitive jeans brand, launched its new Water Less jeans in Europe – made using significantly less water but with the same great styles and finishes for which the brand is known. The Levi's Water Less collection reduces the water consumption by an average of 20 percent, and up to 88 percent in some products in the line.

In total, 17 percent of the Levi's Fall/Winter 2011 collection, which is now available in stores across Europe, will be produced using the Water Less method, saving approximately 20 million litres of water. This is equivalent to around 725,887 seven-minute showers, 3.6 million toilet flushes, or drinking water for a town of 10,000 people for over two years.

“Our Water Less collection provides a fantastic fusion between style and sustainability,” said Erik Joule, senior vice president of merchandising and design for the Levi's brand. “As a company, we continuously strive to reduce the environmental impact of our products and manufacturing processes. We are excited about the results we have achieved so far with Levi's Water Less jeans, and we know we can make an even bigger impact by applying this innovative thinking to other aspects of our production process.”

During production, a typical pair of jeans is “finished” in large washing machines and dryers to achieve the many different looks that are popular with consumers. Using traditional garment washing methods, the average pair of jeans undergoes 3-10 washing cycles – adding up to approximately 45 litres of water per unit.

Levi's Water Less jeans have reduced the water consumption in the finishing process by making simple changes to the process.

Some examples include:

•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

The first collection of Water Less products will be available in stores in Europe from May 2011 onwards and will include over a dozen classic Levi's jeans, including Levi's 501 jeans and the popular Levi's 511 (slim fit) for men, as well as the Levi's Curve ID finishes for women.

As part of the Water Less initiative, ten percent of the proceeds from Levis Water Less products bought online through the Levi's website in Europe will be donated to Water.org, a pioneer in delivering sustainable water and sanitation solutions around the world.

Water Less jeans are just one way the Levi's brand is working to reduce the environmental impact of its products. 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 after they leave the store. As a company, Levi Strauss & Co. is making strides in these key areas – from reducing water during cotton cultivation through the company's support of the Better Cotton Initiative to creating requirements for how suppliers use water in the manufacturing process and encouraging consumers to use less water in caring for their jeans after them take them home.

Levi's brand

Must ReadView All

Apparel/Garments | On 24th Apr 2017

ColDesi launches latest direct to garment printer

ColDesi, a pioneer in the direct to garment printer business, has...

Textiles | On 24th Apr 2017

US’ textile manufacturers applaud Buy American order

US' National Council of Textile Organisations has favoured President...

Courtesy: NASA/JPL-Caltech

Textiles | On 24th Apr 2017

NASA designing advanced woven metal fabrics for space

Scientists at NASA are designing advanced woven metal fabrics for a...

Interviews View All

Smarth Bansal
Colorjet India Limited

We would like to venture more companies into the Indian market

Manfred Mentges
Sedo Treepoint GmbH

We see a higher demand in colour management systems, as customers see big...

Dharmendra Shah
Ozone PB Spintex Limited

‘We have made huge investments to ensure quality yarn production.’

Marcel Alberts
Eurofibers

Coating at a fibre level is a practice not usually seen in the...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
April 2017

April 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search