The average pair of jeans uses 42 litres of water in the finishing process. But Levi’s has devised a better way. The brand’s WaterLess collection reduces the water consumption by an average of 28% and up to 96% for some new products in the line.
“We challenged ourselves to operate at the intersection of style and sustainability. These WaterLess jeans have great styles and finishes, but are made with a lot less water,” said Erik Joule, Senior Vice President of Merchandising and Design of the Levi’s brand.
To help involve Levi’s wearers in the issue, the brand has introduced a game called Watertank on Facebook. The game challenges users to unlock gallons of water by answering issue-related questions, donating, sharing on Twitter, etc.
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