You may remember that about a year ago, Levi Strauss & Co. CEO Chip Bergh said that he rarely washes his jeans. His remarks sparked a debate about the frequency of washing jeans and the importance of washing less. Today, LS&Co. is continuing that conversation with consumers and the industry by announcing several initiatives:
ÔÇó 1 Billion Liters Saved – Levi Strauss & Co. has saved one billion liters of water since 2011 through its Water.
ÔÇó Consumer Engagement Campaign – LS&Co. today launched a digital tool to help educate consumers about the environmental impact of their own washing habits. LS&Co. is also asking fans to take the #WashLessPledge, by promising to wash their jeans less between World Water Day (March 22) and Earth Day (April 22).
ÔÇó Product Lifecycle Assessment – Released today, this research showcases the differences between washing habits and impact areas across the globe; we also know from this data that some of the greatest water and energy impacts in the life of our products results from how consumers care for their jeans.
I think it’s amazing that they have managed to save 1 billion liters of water! It’s incredible to think just how much water gets used in the washing and making of jeans, so I’m glad they are taking action. I rarely ever wash my jeans myself purely because I’m a denim enthusiast that believes washing them too often ruins the wash and colour, so it’s good to know by doing that it’s actually helping out as well.
The study shows that of the nearly 3,800 liters of water used throughout the lifetime of a pair of jeans, cotton cultivation (68%) and consumer use (23%) continue to have the most significant impact on water consumption. Consumer care is also responsible for the most significant energy use and climate impact, representing 37 percent of the 33.4 kilograms of carbon dioxide emitted during the lifecycle of a jean. The new LCA expands on previous research to better understand the impact of cotton cultivation and includes data from the world’s primary cotton producing countries, including the United States, China, Brazil, India, Pakistan and Australia. It also analyzes consumer care data from new markets, including China, France and the United Kingdom, to understand the costs and benefits of differences in washing habits.
To reduce the impact of cotton consumption, LS&Co. is working with the Better Cotton Initiative® (BCI) to train farmers to grow cotton using less water. Based on the latest BCI harvest data available, in 2013, cotton farmers in China reduced their water use by 23 percent compared with farmers who were not using BCI techniques. LS&Co. plans to continue working with its global suppliers with the goal of sourcing approximately 75 percent Better Cotton by 2020, up from 6 percent today.
The new LCA also reveals that Americans use more water and energy to wash their jeans than consumers in China, France and the U.K. It shows that consumers in China wear their jeans, on average, four times before tossing them into the wash ÔÇö and if American consumers did this, they could reduce the water and climate change impact from washing their jeans by 50 percent.
“It’s time to rethink autopilot behaviors like washing your jeans after every wear because in many cases it’s simply not necessary,” said Chip Bergh, CEO and president of LS&Co. “Our LCA findings have pushed us as a company to rethink how we make our jeans, and we’re proud that our water stewardship actions to date have saved 1 billion liters of water. By engaging and educating consumers, we can fundamentally change the environmental impact of apparel and, ideally, how consumers think about the clothes they wear every day.”