{ Arne Jacobsen watch, black t-shirt from COS, lace bra from Femilet and Levi’s® jeans }
Founded in 1853 American Levi’s® has definitely had some years to figure things out. I think everyone knows their iconic 501s and how the brand was founded to give workers durable clothes for their manual labour. What you might not know about the brand is that they are working very hard to reduce their impact on the planet. Especially by using less water in their jeans production.
On their website the company states: “we’re a company of firsts; Innovation is in our DNA”. It’s a statement that might be hard to live up. Nevertheless, Levi’s® seems to be able to.
The company has researched extensively in Lifecycle Assessments and has made it a mission to produce more responsibly and with less impact on the environment. Their Water<Less™ programme is a favourite of mine. Levi’s® is reducing the use of clean water in production by overall using less of it, and by recycling what is actually needed. The programme, which was a first of it’s kind, has challenged the company’s designers to achieve the finishing effects their consumers love, while significantly decreasing their water use. The programme has made it possible for Levi’s to eliminate 96% of the water used in the process. 96%?!!!
On the same note they say: “Dirty is the new clean”, and advice their customers to stop washing their jeans unless they absolutely have to. Even if production is using less water, there is a huge impact in the usage phase, which we as consumer are responsible for. Wash your jeans if they’re dirty, not just because you’ve worn them once or twice or ten times. Seriously, it’s not necessary. Not even if your inner Monica Geller says so.
Having bought my first pair of Levi’s® jeans recently, I’m definitely taking this advice and won’t wash my jeans unless I absolutely have to. YAY! Less laundry to do and taking care of the environment at the same time!
Will you do the same?
If you want to learn more about Levi’s® work with sustainability and the Water<Less™ initiative, you can do it here and here.
