March 22 is World Water Day, designed to bring attention to the over 1 billion people in the world who are without clean drinking water.
Clothing company Levi’s, and non-profit Water.org are teaming up for the second consecutive year to launch a challenge which encourages people to “Go Water<Less” by taking water-saving steps and raise consciousness of the value of water.
Levi Strauss & Co. itself is committed to reducing the water used in these key areas – from supporting more sustainable ways to grow cotton to monitoring how suppliers use water in the manufacturing process.
Brian Irving, VP of Global Digital Marketing at Levi Strauss & Co. who spoke today at Federated Media Publishing’s Signal SF says the average pair of jeans uses 42 liters of water in the finishing process. Levi’s Water<Less products reduce the use of water in the finishing process by up to 96 percent for some styles. The brand has already made more than 13 million Water<Less products and saved more than 172 million liters of water (that’s enough to provide enough drinking water for 157,000 people for one year). He is encouraging washing those jeans less, and caring more about the people who we share our planet with.
The company also launched the “Care Tag for Our Planet” campaign, changing the product care tags in Levi’s jeans to include instructions about ways consumers can reduce the environmental impact of their clothes by washing less, washing in cold water, line drying and donating when no longer needed.