How This Company Makes Sure You Never Have to Wash Your Jeans Again
by Jace Amodo, April 16, 2019 3:40pm
Art by Allen Mirambel
It's still an argument to this day how often should you wash your jeans. Chip Berg, CEO, and President of one of the global leaders in jeanswear, Levi Strauss & Company (LS&Co.), stated in the past you should never wash your jeans. Being the authority in denim they are, it's easy to follow suit.
Seventy percent of water used during the life cycle of a pair of jeans is used solely for the production of cotton; meaning throwing jeans in the laundry after one-time use adds to the water waste and damages the material. LS&Co. aims to lessen water footprint by initiating the Better Cotton Initiative, co-founded in 2005 to fundamentally change the sustainability of denim jeans—decreasing the environmental impact of cotton, improving labor standards, and increasing the economic livelihood for farmers.
Given we're in the middle of a water crisis, we should understand that every little bit of saving counts too. The less you wash your Levi’s Jeans, the better they look. Washing your jeans wears off the indigo in places where natural creases appear from your daily movements, making your jeans look great. Raw denim is best given a good six months before washing.
Levi’s has a line dedicated to its sustainable innovations called the Water<Less jeans, a series of finishing techniques that can save up to 96% of the water in the denim finishing process. Since launching the Water<Less processes in 2011, LS&Co. has saved over 1 billion liters of water in the manufacturing of products. By utilizing the Water<Less innovations, the company believes the apparel industry can save at least 50 billion liters of water by 2020.
Washing denim jeans less, say every two weeks instead of weekly, can save 21 liters—enough drinking water for a day to sustain 17 Filipinos during this crisis.
"The longer you don't wash your jeans, the better it looks."
LS&Co. recognizes its responsibility as an industry leader to push for more than a business; the company plays a larger role in fighting one of the world’s most pressing problems, like climate change. The company is committed to its 2025 Climate Action Strategy, which sets concrete and achievable science-based targets for making significant reductions in carbon emissions—a major contributor to climate change—across its entire global supply chain.
How often do you wash your jeans? Make a difference today and lessen your water footprint. The only thing you should worry about is how to master your denim outfits.