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Levi’s Has Saved 1 Billion Liters Of Water


According to Levi’s, their efforts to save 1 billion liters of water have come to fruition. From Denim Blog:

You may remember that about a year ago, Levi Strauss & Co. CEO Chip Bergh said that he rarely washes his jeans. His remarks sparked a debate about the frequency of washing jeans and the importance of washing less. Today, LS&Co. is continuing that conversation with consumers and the industry by announcing several initiatives.

Levis-Strauss-LCA-Infographic-Its-Time-to-Come-Clean

• 1 Billion Liters Saved – Levi Strauss & Co. has saved one billion liters of water since 2011 through its Water.

• Consumer Engagement Campaign – LS&Co. today launched a digital tool to help educate consumers about the environmental impact of their own washing habits. LS&Co. is also asking fans to take the #WashLessPledge, by promising to wash their jeans less between World Water Day (March 22) and Earth Day (April 22).

• Product Lifecycle Assessment – Released today, this research showcases the differences between washing habits and impact areas across the globe; we also know from this data that some of the greatest water and energy impacts in the life of our products results from how consumers care for their jeans.

I think it’s amazing that they have managed to save 1 billion liters of water! It’s incredible to think just how much water gets used in the washing and making of jeans, so I’m glad they are taking action. I rarely ever wash my jeans myself purely because I’m a denim enthusiast that believes washing them too often ruins the wash and colour, so it’s good to know by doing that it’s actually helping out as well.

The study shows that of the nearly 3,800 liters of water used throughout the lifetime of a pair of jeans, cotton cultivation (68%) and consumer use (23%) continue to have the most significant impact on water consumption. Consumer care is also responsible for the most significant energy use and climate impact, representing 37 percent of the 33.4 kilograms of carbon dioxide emitted during the lifecycle of a jean. The new LCA expands on previous research to better understand the impact of cotton cultivation and includes data from the world’s primary cotton producing countries, including the United States, China, Brazil, India, Pakistan and Australia. It also analyzes consumer care data from new markets, including China, France and the United Kingdom, to understand the costs and benefits of differences in washing habits.

To reduce the impact of cotton consumption, LS&Co. is working with the Better Cotton Initiative® (BCI) to train farmers to grow cotton using less water. Based on the latest BCI harvest data available, in 2013, cotton farmers in China reduced their water use by 23 percent compared with farmers who were not using BCI techniques. LS&Co. plans to continue working with its global suppliers with the goal of sourcing approximately 75 percent Better Cotton by 2020, up from 6 percent today.

The new LCA also reveals that Americans use more water and energy to wash their jeans than consumers in China, France and the U.K. It shows that consumers in China wear their jeans, on average, four times before tossing them into the wash — and if American consumers did this, they could reduce the water and climate change impact from washing their jeans by 50 percent.

“It’s time to rethink autopilot behaviors like washing your jeans after every wear because in many cases it’s simply not necessary,” said Chip Bergh, CEO and president of LS&Co. “Our LCA findings have pushed us as a company to rethink how we make our jeans, and we’re proud that our water stewardship actions to date have saved 1 billion liters of water. By engaging and educating consumers, we can fundamentally change the environmental impact of apparel and, ideally, how consumers think about the clothes they wear every day.”

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Posted Jun 01 2015 in Campaigns » Denim News

In Case You Were Wondering: The Evolution Of Pants


To celebrate the 80th anniversary of the first pair of women’s jeans last month, Levi Strauss &Co. has created a snapshot of the evolution of pants. The images attached take us through the many years and styles of a women’s changing wardrobe and the look that, for so long, was such a scandal. For a closer look into the women’s pants throughout history (many, of course, being Levi’s), check out Unzipped.

8 - Stonewashing

 

Lady Levi’s®, Lot 701, was first introduced in 1934. This image appeared in the first catalog. They were called “Dude Ranch Duds,” the company’s new separate line of western wear.

1 - Lady Levi's

During World War II, many people visited dude ranches, as European travel was no longer possible. LS&CO. expanded its offerings of western clothing and always highlighted Lady Levi’s®. This is a catalog from the mid-‐ 1940s.

 

2 - Western

After World War II, the company started selling Lady Levi’s® jeans beyond the western states, where they soon became the uniform for the suburban mom. By the early 1950s, there was a change in attitude toward denim, which was now being seen as a fabric for leisure as well as labor. Trade magazines of the period make this very clear; in 1956 a writer for American Fabrics said that denim is in an “entirely new clothing category: it used to be work clothes, but now it’s work ‘n play clothes.”

 

3 - At Ease

By the mid-1950s, LS&Co. was making men’s and women’s clothing under the Casuals label. In 1955, the women’s Casuals line was so extensive it was given its own catalog, which was filled with the skirts, blouses, and “pedal pushers,” popular in films and in suburban backyards. The clothes were heavily advertised in magazines such as Glamour, Mademoiselle, and Seventeen.

 

4 the '50s-

In the 1960s, teenagers started to appear in advertisements reflecting the power of the Baby Boomer youth culture. In 1964, LS&CO. offered skinny stretch jeans for juniors, and these images appeared on in-‐‐store advertising cards that year.

 

5 - Stretch Lady Levi's

5 - Stretch

 

Lady Levi’s® jeans were made for both mom and daughter in the 1960s and looked stylish on everyone. This advertising in store item is from about 1963.

6 - The '60s

The 1970s was all about personal expression and individuality. Fashion was one way people expressed themselves. Jeans in this era had a more groovy shape – and the open-leg flare style was an instant hit.

 

7 - Flares

 

In the 1980s, the Levi’s® brand introduces the famous 501® jeans for women in 1981. The brand introduces stonewashing to women’s jeans just two years later in 1983.

9 - The White Revolution

In the 1990s, the Levi’s® brand offers a series of premium denim and continues to make a wide range of jeans – including the 501®, 550®, 512® Slim fits in an array of colors including the ever so popular white denim.

 

8 - Stonewashing

 

Today, 80 years after the birth of the jean for women, Levi’s continues to innovate to provide denim lifestyle solutions for women. In 2013, Levi’s introduced Levi’s Revel, a form-fitting jean with liquid shaping technology that shapes, lifts, and defines, with premium four-way stretch memory.

 

10 - Live in Levi's

Images and captions via Levi Strauss & Co. Archives

—DT Staff

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Posted Oct 16 2014 in Denim Therapy

Denim News: Levi’s Sues Evisu Over Tribute Jean


Tisk-tisk…I think we all saw this coming.

In a somewhat unsurprising move, Levi Strauss & Co. has cried foul over Evisu??™s plans to replicate some of the American denim brand??™s most famous pairs of jeans.

The San Francisco-based company filed a trademark infringement suit against its younger competitor on March 26. The action came a little more than two weeks after Evisu chief executive officer Scott Morrison revealed details of the upcoming ???Private Stock??? line to WWD on March 11. At the time, the Japanese brand said the limited edition run, set to ship for fall, would pay homage to Levi??™s 1944 501 jeans, its 1890 ???Nevada??? pair and its 1917 ???Campbell??? jeans. (WWD)

Evisu may have built their brand to have a cult following over the years, and rightfully so, but the bottom line is, don’t mess with the original denim  innovators.

–Nikki Cho Russo

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Posted Apr 01 2010 in Uncategorized

WWD News: Industry Betting on Denim for Back to School


by ROSS TUCKER

Posted THURSDAY JULY 16, 2009

From WWD ISSUE 07/16/2009

Guess Shop

Guess??™ SoHo store features denim (Photo by Kyle Erickson)

 

 

pic-11

Looks from Gap??™s 1969 Premium Jeans. (Photo by George Chinsee)

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The industry is betting big on denim for back-to-school. 

In a landscape pockmarked with liquidations, reduced inventories and discounting, retailers and brands are targeting denim as the vehicle to drive sales in the year??™s second most important selling season. 

Gap Inc. and Guess Inc. are going back to their heritage for fall and stressing denim in their merchandise plans, and Levi Strauss & Co. thinks an uptick in denim interest will help turn around lagging volume. A shift toward more affordable prices in many lines should also prove attractive to shoppers who have pulled back on spending because of the recession. 

Early forecasts on the season aren??™t upbeat, but denim has shown resilience during the downturn. 

gap-1969

Looks from Gap??™s 1969 Premium Jeans. (Photo by George Chinsee)

The National Retail Federation??™s b-t-s survey found the average family with children in kindergarten through high school will spend $548.72, a drop of 7.7 percent from $594.24 last year. Although this figure includes anticipated spending on everything from pencils and Trapper Keepers to computers, it??™s certain that consumers will be hunting down sales in almost every spending category. 

No less an authority than J. Crew Group Inc. chairman and chief executive officer Millard ???Mickey??? Drexler has said the jeans market is saturated at cheaper price points and at $125 and above. However, Drexler, who this week launched the Madewell ??™37s jeans collection, also thinks there??™s an opening in the middle for ???cool, well-made, well-designed jeans at $59.50 and up to $100.??? 

 

Click here for the full story

 

–Nikki Cho Russo


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Posted Jul 16 2009 in Uncategorized
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