American’s favorite clothing invention, the blue jean, has gone green. A few years ago, the Levi’s® company conducted a green assessment of its jeans production. What was discovered is that a pair of jeans is almost made entirely of water. Well, not exactly, but from start (cotton fields) to finish (purchase), one pair of jeans uses 919 gallons of water.
Levi’s, after determining where they could use less water and energy, decided to reduce the amount of washing needed to soften jeans. The result was new Levi’s Water<Less jeans, which use 28% less water in the finishing process.
I am a 52yo Aussie, living in rural Australia and I have become increasingly concerned with the over use of our natural resources. Australia is a big consumer of Levi Jeans and a country where water is a dwindling resource, hopefully we will embrace Levi’s Water Less Jeans. It is heartening to see companies like Levi ‘having a go!’