Levi's WaterLess Jeans Hit Stores

With water waste being a major environmental concern, Levi’s has decided to do something about it, announcing a new brand of jeans dubbed Water<Less late last year.

Starting this week, the eco-friendly denim, which uses 28 percent less water in its finishing process on average, hits shops around the country.

While a normal pair of Levi’s jeans are washed 3 to 10 times using approximately 42 litres, tweaks in the brand’s finishing process (including combining wet cycles and removing water from stone washing) have reduced the use of water significantly.

“What’s different about the Water<Less collection is that we’re still using the same materials and techniques to create finishes for our jeans but we’ve substantially reduced water’s role in the equation,” Carl Chiara, Levi’s Director of Brand Concepts and Special Projects, said in a statement. “Sometimes, the way to achieve a more sustainable design is to rethink a traditional process and find a way to do it better.”

Over a dozen classic Levi’s styles will be produced in the first Water<Less collection, including the iconic 501, 511, and 514 jeans, as well as the trucker jacket. Some of the more rigid jeans will use virtually no water in their production.

Overall, the 1.5 million pairs of jeans created for the collection saved approximately 16 million litres of water.

See, kids. Less is more. Or at least in this case.

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