Levi jeans are a timeless classic. Since 1873, the jeans have gone through quite an evolution. The most recent incarnation of the blue jeans is waterless.
A leader in sustainability for decades, Levi Strauss & Co. has taken the next step to reduce water consumption in its manufacturing. The label “waterless” may be a little misleading, as there it still quite a bit of water going in to the garment production – beginning in the cotton fields. Levi is working on that too, as a member of the Better Cotton Initiative, a coalition of textile firms and retailers that seeks to reduce the environmental impacts of cotton and better support farmers. The initiative is testing out new methods of irrigation in cotton farming. In a 3-year study of farms in India, farmers’ profits were 20% higher using the new sustainable methods.
The new stonewashed jeans are still stone-washed, just without water. In the video below, you can see them actually being put in a big spinning machine full of stones.
