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Natural Awakenings San Diego

Levi’s Introduces Water

The Levi’s brand recently unveiled its first collection of new Water<Less™ jeans, made with significantly less water.

Before being sent to retailers, the typical pair of jeans undergoes three to 10 washing cycles during the finishing process to create a unique look and feel. Using simple steps that include reducing the number of washing cycles, incorporating ozone processing into the washing process and removing water from the stone wash, Water<Less jeans reduce water consumption by an average of 28 percent.

We challenged ourselves to operate at the intersection of style and sustainability,” says Erik Joule, senior vice president of merchandising and design of the Levi’s brand. “ These Water<Less jeans have great styles and finishes, but are made with less water. We’re excited about the results we’ve achieved so far, and we know we can make an even bigger impact by applying this innovative thinking to other aspects of our production process.”

Levi’s spring 2011 product lines included more than 1.5 million pairs of jeans produced with the Water<Less method, saving approximately 4 million gallons of water, and the company will continue to introduce these finishing techniques to more supplier factories around the world.

For more information about the Levi’s brand, visit