Levi's unveils 'waterless' jeans for spring
Bangalore, March 22 Coinciding with the World Water Day, global apparel brand Levi's Strauss & Co Thursday unveiled its 'waterless' jeans collection for this year's spring season.
"We have reduced water consumption in the finishing process by reducing the number of washing machine cycles, incorporating ozone processing into garment washing and removing water from stone wash," Levi's vice-president for global merchandising and design Erik Joule said in a statement here.
The US jeans major has teamed up with Water.org to raise awareness for conserving water and make it accessible to a billion people who don't get clean drinking water the world over.
"An average pair of jeans uses 42 litres of water in the finishing process. We have reduced the use of water in the waterless jeans by 96 percent. As a result, we were able to save 172 million litres of water for producing 13 million jeans pairs," Joule said.
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