What are the major forces that are causing a strain on our precious fresh water resources? Over-industrialization? Yes. Big agriculture? Definitely. But what about the jeans you’re wearing? The connection between what we wear and the increasingly prevalent water crisis is abstract, but it’s there. Levi’s calculated the amount of water used to make one pair of blue jeans starting from watering the cotton fields to washing the pants at your house. The company discovered that each pair uses up 3,480 liters of water, which is the equivalent of running a garden hose for 106 minutes. This is according to Time Magazine reporter Bryan Walsh in his article which I highly recommend reading.
Levi’s has recently come out with a collection called Water<Less which will reduce the products’ water consumption by an average of 28%. Other companies are moving toward environmental sustainability by using pesticide-free cotton and natural dyes instead of harmful chemicals. It’s exciting to see that a high-profile company like Levi’s is helping the fashion industry “go green.”