LEVI’S GOES ECO FRIENDLY

Levi Strauss has developed a new way of manufacturing jeans using less water. They are hoping to save 16 million gallons of water by spring 2011. Some are referring to them as ‘waterless jeans’. This new process can save from 28% up to 96% of water. The launch of these jeans is expected to be in January 2011 under the Levi 501, 511, and 514 brand.

Kelly Benander- Director of Corporate Communications at Levi Strauss- is quoted as saying “We took the idea of jeans that use fashion forward finishes that people love to wear such as the worn in look, creases around the pockets etc., but made with a lot less water. We went into laundries, talked to suppliers and asked how to create this.”