Levi’s is very serious about making an ecological revolution under a denim banner. The brand, which has been known as the leader of jeanswear business since 1853 and one of the most active environmental game-changers among today’s companies, is offering solutions (both crowd-sourced and developed by the Levi’s team) to address the problem of extra water and energy consumption. The latest innovation of the brand, Water < Less denim, has been designed to address the issue—to help us (the industry and individuals) use less water on each stage of the jeans’ life. The brand has also released a hilarious video, which introduces the new cutting-edge solution (the offline presentation was held in November).
The modern world is continuing to use the fresh water fast and sometimes does it without thinking about the future. The problem is that today only 1% of water on the planet is drinkable, and we must do just everything to reverse the threatening trend since now only 1 out of every 6 people have enough clean water to drink. For example, an average pair of jeans needs 42 liters of water to be dyed, washed, and finished, and additional 21 liters are spent every time we wash the denim trousers at home (which is 4 times more than a day’s amount of water used by one person in developing counties for drinking, cooking, washing and cleaning altogether). According to the manifesto on the brand’s website, “the new Water<Less jeans reduce our water usage by an average of 28% per pair—and up to 96% for some styles.”
The ‘updated’ jeans of 501, 505, 511, 514 lines are coming to the U.S. stores this month, and Levi’s is planning to sell more than 1.5 million pairs of Water‹Less jeans this spring. In his Twitter feed, Levi’s Guy said that they “are expecting to save 16 million liters of water in spring 2011 alone… that’s 2.6 million toilet flushes or +500k showers.” Plus, the brand has already saved 2.46 million liters of water do date with the help of the new technologies. This March, the brand will not only help use less water while washing, but is also going to distribute it to people in deprived communities around the globe via Levi’s consumers. Now, the brand is encouraging its fans to sign up for the initiative—the details on the project will be unveiled soon—and encourages them to follow simple instructions on how to save more water by washing the jeans properly.
Image Courtesy: Levi’s Facebook Page
Image Courtesy: Levi’s Facebook Page