Levi's Waterless Jeans

Last year we introduced Levi's new Waterless collection which makes use of a new manufacturing process that wastes less water. To help the consumer understand this rather new eco-concept Levi's have put together this cute little video. Although the idea is an admirable one I am not sure how successful it might be, as I am not entirely sold on the belief that people are thinking about saving the planet whilst clothes shopping. My opinion appears to be backed up by the recently report that many of the brands that were pushing organic denim lines have since dropped them.

AndyK: 21/01/11

Permanent Link Posted by AndyK on 21/01/11

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Goose Lives

While you're probably right in saying the whole "green" thing is not exactly top priority in the eyes of most consumers these days, and crafting totally organic denim is pretty much a pipe dream, companies figuring out they can produce more with less, while still turning out a great product that people will want to wear, is totally doable.

AG has been using this 'waterless' technology for a while now, called Ozone, and it's actually helped bring down the prices of a lot of their jeans, since it's cut both the amount of water used and time needed to finish each pair.

So, they still look and fit and feel fantastic, they're just fifty bucks less, and while those are ultimately the true selling points, it doesn't hurt to know that they were made more responsibly. It's a cherry on top.