Levi’s Water < Less Jeans

The average pair of jeans uses roughly 42 liters of water during the finishing process, this month Levi’s® announced its new eco-friendly Water < Less Jeans brand, which utilizes between 28 to 96% less water than in the current washing and finishing production cycle.

The Water < Less  brand looks to:

– Reduce the number of washing machine cycles by combining multiple wet cycle processes into a single wet process
– Incorporate ozone processing into the garment washing
– Remove the water from the stone wash

The Levi’s® brand will continue to introduce these finishing techniques to even more supplier factories around the world with the goal of increasing the numbers significantly in Fall 2011.

We also love the great lookbook images, courtesy of Denimology.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.