In an effort to go green(er) Levi’s has announced that they will be launching a more sustainable denim collection. The line will be released in January. The line will be called Water<less. One of the most notable features of the line is that it will use anywhere from 28-96% less water depending on the finish/style. The average pair of jeans currently takes 42 liters of water to create.
The label will be releasing 1.6 million pairs under the Water<Less brand. By the fall, the brand hopes to raise the numbers from this 20% figure. Erik Joule, the VP of Levi’s stated, ““We challenged ourselves to operate at the intersection of style and sustainability. We challenged conventions and asked in which processes we could eliminate or reduce our water use.”
The brand was able to achieve this reduction through methods of combining multiple wet cycle processes into a single one, removed the water from the stonewash process and incorporated ozone processing that helps mimic the effects of water washes.
The Water<Less collection will feature popular styles by Levi’s and, at current price ranges. Levi’s is also in the process of addressing the issues of sustainable cotton and hope to adopt methods for production next year.
Article and image from WWD.com