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Levi's to launch sustainable line

Denim brand Levi’s is to launch a more sustainable denim collection in January.

The line, named Water<Less, has been created to reduce the environmental impact of creating jeans. According to reports the line uses washing and finishing techniques that will save between 28% to 96% less water than it takes to make the average pair of jeans.

Some 1.6m pairs of jeans will be produced under the label for the American market. It will be rolled out globally in the autumn.

Water<Less offerings will be available in classic Levi’s styles, including the 501, 511 and 514.

The report said Levi’s will launch a program called the Better Cotton Initiative to address the environmental impacts of growing and processing cotton for denim.

In July this year Levi’s launched a new premium shapewear sub-brand called Levi’s Curve.

Readers' comments (1)

  • This may be commendable, but what difference will it really make on the shop floor? Jeans are generally purchased for fit, finish and/or value. It's an additional selling point at best and no more. However, if it makes the garment cheaper to retail, then that's a very different story...

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