Levis Introduces Eco-Friendly Denim Line

November 5, 2010 • Fashion

Levi's is getting on the train to sustainability! The denim company will introduce a new collection under the Water<Less rubric in January, as an attempt to reduce the environmental impact on producing jeans. The line will use washing and finishing techniques that use 28 to a whopping 96 percent less water, (depending on the style), than the 42 liters of water it now takes to produce the average pair of jeans.

“We challenged ourselves to operate at the intersection of style and sustainability,” said Erik Joule, senior vice president of merchandising and design for the Levi’s brand. “We challenged conventions and asked in which processes we could eliminate or reduce our water use.”

About 1.6 million pairs will be produced under the Water<Less label by spring for North and South America. By fall 2011, Levi’s is aiming to triple the number of units produced with the new water-saving techniques and roll out product to the rest of the world.

The Water<Less offerings for spring will include more than a dozen classic Levi’s styles, including the 501, 511 and 514 fits, as well as a trucker jacket. The good news is— the jeans will carry the same prices as conventionally produced Levi’s, ranging from about $40 to $148. We applaud you for your sustainable efforts Levis!


Article and Photo Source: WWD

-Alia Rajput

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One Response to Levis Introduces Eco-Friendly Denim Line

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