A classic since right now. Meet the only jeans you’ll ever need! Since invented in 1873, the Levi’s® Jean has been a blank canvas for self-expression. Always original. Today, Levi’s® continues to evolve through a relentless innovative spirit. Visit the Levi’s® store now and find your new favorite pair of Levi’s® at special outlet prices. Express your personal style and show the world how you Live in Levi’s®.
What Are Water<Less® Jeans?
Everything you need to know about Levi’s® Water<Less® products.
Back in the day, you could buy denim as stiff as a board — the kind that was so tough, it could
nearly stand up on its own. That toughness provided miners, cowboys, bikers and so many
others with the durable pants they needed. As they wore their jeans over the years, each pair
would become unique. The sun would fade them, nearly permanent creases would form and
worn-in areas on their thighs would appear.
As jeans became globally ubiquitous, people wanted the same broken-in look (that months in
the saddle might bring) from the start.
So today, unless you’re buying it raw, your denim comes “finished” (a.k.a. any treatment, like
stonewashing, added to a pair of jeans after they’ve been cut, sewn and washed.)
Designers rely on a seemingly infinite creative palette to finish jeans and offer new looks that fit
right from the start — no shrinking needed. But to achieving these looks often means using
water — a lot of it. For instance, giant washing machines literally tumble stones with jeans so
they’re stonewashed. While many of the countless finishing techniques have been around for
decades, we’re still looking to shake things up a bit — for the better.
That’s where Water<Less ® comes in.
Our designers challenged themselves to get the same looks we all love, but using less water in
the finishing stage. That’s why Levi’s ® developed more than 20 innovative techniques that do
just that: use less of our world’s precious natural resource.
What might a Water<Less ® technique look like? Sometimes we simply use a thimble of water
and a bit of ozone instead of detergent. To get a soft feel typically achieved by using fabric
softener, we might tumble jeans with bottle caps and golf balls, taking the water out of the wash
altogether. The end result remains the same: the jeans you love made by using less water.
In 2017, we upped our game by making 55% of all Levi’s ® jeans with Water<Less ® practices. But
that’s not enough. Water scarcity is becoming one of the world’s greatest challenges. So we
invited 20 competitors to our Eureka Innovation Lab and shared all of our water-saving practices
with them. We open-sourced our Water<Less ® innovation for others in an effort to learn and
improve. Together, we can shift the industry by using less water and making a positive global
Ends on Sunday 29 September 2019