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The Green Life: Fashion Monday: Greening an American Classic

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May 09, 2011

Fashion Monday: Greening an American Classic

Levi_Strauss On Fashion Monday, we highlight a hip, green fashion item. Got a stylish eco-friendly product to recommend? Tell us about it and look for it in an upcoming blog post.

What if your jeans could save up to 16 million liters of water? That's the ambitious water-saving initiative that Levi Strauss is tackling with its line of denim called Water<Less jeans.

By tackling the washing and finishing stages of production (such as removing the water from the stone-washing process), Levi's was able to cut down on water usage by an average of 28 percent per pair of denim duds, with some styles reaching even higher savings. The Spring 2011 collection includes popular classics like the 501, 505, 511, and 514.

In addition, Levi's has teamed up with Water.org to help raise money for the charity's global efforts. Levi's created a Facebook game where players can "unlock" water through a series of challenges such as pledging to wash one's jeans less or promoting the Water<Less cause on Twitter. The popularity of the game has resulted in $200 million of water being donated by Levi's to communities around the world. In addition, Levi's will announce the highest-grossing water winner on May 21.  

It is true that Levi's new line only addresses the finishing process and not the cotton-growing process, which is also very water intensive. However with Levi's being one of the largest names in denim manufacturing, it's likely their efforts will steer the industry in the right direction. 

--Rosie Spinks


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