Denimology: Levi's Sustainable Denim

BY VANGARDE GIRL NELLE, NOVEMBER 11, 2010

Iconic denim brand Levi's will be introducing a new Water

"We challenged ourselves to operate at the intersection of style and sustainability," Erik Joule, senior vice president of merchandising and design for Levi's, told WWD.


"We challenged conventions and asked in which processes we could eliminate or reduce our water use."

The label will reportedly initially roll out 1.6 million pairs for North and South America, but hopes to triple that number and expand to the rest of the world.

The line -- which involved ozone processing to create the effect of a water wash -- will reportedly cost from $40 to $148, with a range of 501, 511, and 514 fits as well as a trucker jacket.

Levi's water conservation efforts also includes the removal of sandblasted products, and product care labels that encourage customers to wash their jeans less frequently, WWD reports.