At Levi Strauss & Co., our business depends on water. From cotton to manufacturing to consumer care, this precious resource plays a vital role over the lifetime of our products. We’ve studied this issue in great depth, including two comprehensive life cycle assessments. We know exactly how much water a pair of Levi’s® 501® jeans traditionally uses over its lifetime — and where.
That knowledge helped us make a lot of changes in our business to reduce our own water impact. And it’s helped us educate consumers about the impact of their laundering habits. But for us, that’s not enough. As a leading apparel company we have a responsibility to be a catalyst for change — because time and again we’ve found that where we lead, others follow.
That’s why we took a cue from our neighbors in the tech industry and opened up our innovative Water<Less™ finishing techniques for anyone to use. The Water<Less™ process can save up to 96% of the water used in the denim finishing process. Since 2011, we have used the process to save more than 1 billion liters of water in our own manufacturing, and we’ve set a goal to use Water<Less™ techniques for 80% of our products by 2020.
Water scarcity is too important for us to keep these techniques to ourselves. Just as tech companies open their APIs in order to accelerate change, LS&Co. is welcoming our industry partners to build on what we have done to accelerate water conservation. We believe our Water<Less™ innovations could save the apparel industry at least 50 billion liters of water by 2020 — enough to supply every family in New Orleans for a year.
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