Levi's Launching WaterLess 'Green' Jeans
Blue jeans that are green!
You've heard of blue jeans, but have you heard of "green" jeans? Levi's is launching a new line of denim that will be finished with a lot less water, making them more sustainable and in that sense, green. But don't worry, they'll still be blue!
I say all the time how much I love fashion brands that go green and start thinking of ways to create more sustainable clothing. I, for one, never thought about how much water it took to make a pair of jeans. But now I know it takes about 11 gallons of water to make just one pair of jeans.
With Levi Strauss' new Water<Less jeans, they'll reduce water consumption by about 28%, conserving about 3 gallons of water per pair of jeans. When finishing a pair of jeans, Levi's generally does 10 wash cycles. Ten! But with this new process, they'll reduce the number of wash cycles. And by spring of 2011, Levi's will have saved 4.16 million gallons of water.
According to Levi's senior vice president of merchandising and design, "We challenged ourselves to operate at the intersection of style and sustainability... We're excited about the results we've achieved so far, and we know we can make an even bigger impact by applying this innovative thinking to other aspects of our production process."
The Levi's Water<Less collection will be in stores this January and it will consist of the classic Levi's styles 501s, 511s, 514s. This could be the start of something beautiful!
How can you do your part? Wash your jeans less! You don't need to wash them after every wear, and can generally get 3 or 4 wears out of them. Also, use cold water when washing and line hang to dry.
