Look out for the Water<Less™ jeans logo in the Levi’s® boutique and discover denim that’s as eco-friendly as it is stylish
Ever since its invention of the first ever blue jean in 1873, Levi’s® has been a brand of firsts, of iconic innovation. In the more than 140 years since, the brand’s passion for denim has seen it create countless wardrobe classics, from 501s to fashion influencer favourite, the skinny jean. While the classic cuts, designed to showcase individuality, are key to its popularity, it is the brand’s innate ability for inspiring generation after generation to live in Levi’s® that has kept its jeans eternally in style.
It was this commitment to sustainability and the future of fashion that inspired the designers at Levi’s® to develop the Water<Less™ jean, which uses new techniques to create the same denim finishes using a lot less water.
By removing water from stone washes or combining multiple wet cycle processes, the brand significantly reduces its water usage by as much as 96% for some designs. All while delivering the same unrivalled style and comfortable feel.
So far, the range, which was launched in 2011, has saved more than two billion litres of water during its manufacturing process and has recycled 200 million more. By 2020, Levi’s® aims to create 80% of its products using its Water<Less™ techniques, up from nearly 25% today.
So to fill your wardrobe with sustainable style, look for the Water<Less™ logo in the Levi’s® boutique in the Village.