Designer Jeans Campaigns
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:
• 1 Billion Liters Saved – Levi Strauss & Co. has saved one billion liters of water since 2011 through its Water.
• 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).
• 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 — 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.”
7 For All Mankind just released Visions of California, a groundbreaking 3D virtual reality experience. This film marks the first time a fashion brand has utilized virtual reality to share an imaginative narrative of their collection.
Filmed in Paris against the backdrop of a French chateau, Visions of California engages you in a sweeping experience, allowing you to connect to the brand with a California state of mind, no matter where you are in the world. The Golden State fantasy places you inside of a vivid journey while simultaneously allowing you to appreciate the key shapes, fit, and wearability of the 7 For All Mankind spring collection.
Visions of California is available, starting today, on Google Play for Android phones and viewable with Google Cardboard. Also, Visions of California will be one of the first pieces of VR content to debut on iOS devices and in the iTunes store later this month. Custom Pop Up VR viewers, designed by DODOcase, will be sent to a select number of ELLE subscribers and 7 For All Mankind customers. In addition, consumers will also have the chance to view the VR experience in person and get the limited edition viewer at 7 For All Mankind boutiques in the following locations: Santa Monica, San Diego, Aventura, and San Francisco in California, and at the SoHo store in New York. Check out more of it online at their website and view the video above.
Shopbop launched a brand new campaign today, featuring MOTHER. They showcased the brands slim bootcut jeans, a denim jacket, a raw hem denim skirt, boyfriend jeans and some raw hem denim shorts as well.
I love the casual and easy styling of these photos, especially the slouchy sweater with the denim skirt. What do you think of it? Have any of you got some of these pieces? You can buy MOTHER online at Shopbop.com.
In the campaign, shot by Alasdair McLellan and styled by Melanie Ward, you can see her modelling pieces from overalls to low slung jeans and a cropped sweater alongside Simon Nessman. You can check out more of her campaign below and on April 15, you can head over the Opening Ceremony and the Calvin Klein website to purchase the pieces.