The Energy Crisis Is Grim, But Lack Of Access To Clean Water Is Much Worse

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.

Levi’s is also backing to the tune of $250,000, according to MediaPost. The money will help provide 200 million liters of water to communities in need.

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.

Previously on AdPulp: 94111 And 97209 Rally On 15104′s Behalf



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.