Buying a pair of jeans was getting to be a difficult choice for the committed environmental activist. The fact that the blue color that is the birthright of a typical pair of jeans, could only be achieved by using almost 42 liters of water during textile production, was indeed a bitter pill to swallow.
Thankfully, Levi’s has come up with a new line of water conscious jeans, that they call Water<less jeans. In this line, each pair of jeans will require 28% less water during production. The new jeans will be available in several Levi’s classic cuts.
What most people did not know about the classic jean creation process is that it takes approximately 3 to 10 wash and dry processes to endow a pair with the look and feed that we are add so enamored by. This new process at Levi’s has made a change in this cycle – combining the multiple washes into one wet-cycle process.
Following this, the jeans go through ozone processing to give the fabric the effect that several water washes would give it. This ensures that the jeans go through the same process essentially, but significantly reduces the amount of water used. Sources at Levis say they are pleased to have come up with a sustainable solution by rethinking a traditional process.
The new product line will be out in the market in January 2011. It will include several of the classic Levi jeans and also the popular trucker jacket.