I was fortunate enough to be sponsored with a few pairs of Levi’s Curve ID Water<Less Jeans recently, and I am not only blown away by the Curve ID aspect, having never found a more snug pair of jeans to fit my body shape, but also by the effort Levi’s are going to to save water and save the planet!
Levi’s joined the Better Cotton Initiative to save water, decrease chemicals, and support the farmers and healthy soil. They also work in conjunction with the mills to save electricity. An average pair of jeans uses 42 litres of water while it is being made, so Levi’s decided to think about the impact on the environment, and realised that half the beauty of a new pair of jeans was wearing them in, so they came up with the Water<Less Jeans concept.
Levi’s found that stone washing with no water gave similar results to stone washing with water, and started using an ozone machine which uses as little as a quarter of a cup of water for a pair of jeans. On average, the Water<Less jeans are now being made using 1.5 litres of water per pair as opposed to 42 litres. So far, 172 million litres of water have been saved.
It is also interesting to know that 95% of the daily water we use isn’t from the shower or washing machine but from the food, energy and products we use daily.
Levi Strauss is also the first company to ensure the water that leaves their factories is cleaner than the water that comes in. Levi’s recycle their jeans! They recently used 25 500 pairs of old jeans to insulate their Head Quarters.
Levi’s recommend washing your jeans in cold water and line drying, but only every second week. If we all stick to this, collectively we can save 858 400 000 litres of water per year!
Curve ID is amazing too, as it takes your body shape into consideration, and has a shape and a pair to fit each person, saving you time and frustration when you are looking for that perfect pair! Visit your closest Levi’s store for a free Curve ID fit session! It takes 2 minutes (with your clothes on!)