US: Levi’s introduces Water Less jeans
Levi’s Water Less line uses less water
Denim brand Levi’s has unveiled a new Water Less collection of jeans that use significantly smaller amounts of water in their production process.
According to the US company, the new collection reduces water consumption by an average of 28% and up to 96% for some new products.
The average pair of jeans uses 42 litres of water in the finishing process, undergoing between three and ten washing cycles.
But Levi’s said the new collection had cut water use by reducing the number of washing cycles, incorporating ozone processing into the garment washing and removing water from the stone wash.
“We challenged ourselves to operate at the intersection of style and sustainability,” said Erik Joule, senior vice president of merchandising and design for the Levi’s brand.
The first collection will be available in January 2011, including a dozen models such as the 501, 511 and 514, plus the Levi’s trucker jacket.
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