Green Jeans: Levi's Introduces Water-Conserving Denim Line

How green are your jeans? The sustainability-minded denim fiends at Levi’s are rolling out a new line of jeans that are made using significantly less water. While the average pair of jeans guzzles 11 gallons of water in the finishing process (wash. dry. repeat.), Levi’s new WaterLess collection reduces the water consumption by an average of 28%, with some new products cutting the H2O toll by as much as 96%. “We challenged ourselves to operate at the intersection of style and sustainability,” said Erik Joule, senior vice president of merchandising and design for Levi’s.

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