Did you know that the average pair of jeans uses roughly 42 liters of water during the finishing process?
American denim giant, Levi’s is taking a whack at lowering the amount of water wasted for the sake of fashion. Levi’s is launching a new eco-friendly collection of jeans branded Levi’s Water < Less Jeans. These jeans use between 28% to 96% less water than in their current washing and finishing production techniques do. I'm interested in how this will be marketed on a major scale, bringing attention to all the other denim brands and their wash techniques.