It’s Levi's turn to launch sustainable development. The American brand of jeans has developed a process for reducing water use in the production of its jeans. The 42 litres used on average will be minimised via an Atuel finishing process. WaterLess will christen Levi's new approach; the required amount of water used for jeans is reduced by 28%. And even under the 96% mark for some new products! This process includes reducing the number of wash cycles, removing water from the washing with stones.

The method is not yet used for all production. The first collection of this type will enter stores early next year and will include a dozen classic Levi's jeans, including the 501's, 511's, 514's and the Levi's Trucker Jacket. The aim is obviously to extend the brand’s suppliers’ techniques to the whole world. And in any case this target should be mostly achieved by Autumn 2011.
This new idea should also affect consumers, directly in their own practices, Levi's has decided to change its products’ tag instructions to advising a "greener" washing; wash less or wash on cold.