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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.


• 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

A Peek Inside Levi’s Eureka Innovation Lab

Take a peek inside Levi’s Eureka Innovation Lab  (aka: where the magic happens) in a recent issue of Jean Stories, wherein Jonathan Cheung, SVP of global design, gives a VIP tour.

“You may not have heard of Levi’s Eureka Innovation Lab – but if you love jeans, you should know about it. From the outside, it’s an unassuming brick building in San Francisco’s Embarcadero. On the inside, though, magic happens. Here, the prototypes for new denim developments that shape not just the Levi’s we live in, but the entire industry – from washes, to treatments, to advances in sustainability – are made.” (See more)

Levi’s Eureka Innovation Lab

Levi’s Eureka Innovation Lab

Levi’s Eureka Innovation Lab

See more denim-porn and read the full interview with Jonathan Cheung at Jean Stories.

—DT Staff

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Posted Sep 15 2014 in Denim Therapy

Shailene Woodley In Levi’s Denim Shorts

Shailene WoodleyDivergent star who apparently loves saying “badass” (a little celeb trivia for you this afternoon) posed in front of the movie poster for the film she is featured in, wearing a pair of Levi’s Denim Shorts that seriously made us wish for warmer days. We love everything about this look, right down to how comfortable she appears in the ensemble. She paired the shorts with a simple leather jacket over a hoodie, and a sheer knit top.


Image via Denim Blog

—Michelle Christina Larsen

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Posted Mar 26 2014 in Celebrity Style Watch » Denim Fashion

Levi’s Develops Way to Manufacture Jeans Using 100% Recycled Water

Article via Ecouterre: Levi Strauss has developed a new way to make jeans using 100 percent recycled water. The denim manufacturer, which applied the first-of-its-kind process to 100,000 pairs of women’s jeans during a test run, says it saved some 12 million liters of agua, or enough to fill nearly five Olympic-size swimming pools. The technique, according to Levi’s, is the result of a new, third-party-verified water-recycling standard designed to ease the stress of garment production on freshwater supplies.


One of the company’s key factories, located in southern China, worked with Levi’s to engineer a system that treats and recovers all the water used in the finishing process for subsequent runs. “This water recycling can happen over and over, significantly reducing the overall amount of water used to make our products,” says Reza Hosseini, manager of environmental site and compliance assessment at Levi’s. “As long as the water meets our standards to deliver the quality you expect from our brands, it can be recycled multiple times.”

Till now, there has been a dearth of standards for water recycling and reuse in the apparel industry, adds Hosseini. “This is a company and industry first,” he says. “And we believe this innovation can help change the way our supplier factories use water.”

See more at Ecouterre

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Posted Feb 28 2014 in Denim News

Take A Peek Behind The Levi’s Vintage Clothing Brand

What do you know about Levi’s jeans?  Online retailer Mr Porter takes us behind the scenes and inside the Levi’s Vintage Clothing brand.  Denim heads will appreciate taking a peek inside the archival vaults of 100-year old garments, barely holding together in an acid-free shroud.  Design Director Miles Johnson and his team documents vintage garments to faithfully capture “the spirit and heritage of American work wear,” from the San Francisco vaults, and recreates them at the LVC Amsterdam headquarters.  You don’t have to go that far to get your hands on a Levi’s reproduction.  Mr Porter carries some covetable denim pieces you can wear, now. Scroll down to watch the video.

1950s Suede Jacket / 1954 501Z Shrink to Fit Straight Leg Selvedge  / 1955 Bleached Denim Shirt

Levi's Vintage Clothing at Mr. Porter.

—Kathy Ng

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Posted Apr 11 2013 in Denim Fashion » Denim Menswear

Coated & Colored Jeans: Levi’s Holiday Wardrobe Staples

Levi’s holiday 2012 line includes festive staples like chunky cable knit sweaters, coated leather jeans, colored red skinny jeans and cropped jackets in vibrant plaids. With these stylish picks, you can’t go wrong this winter! Mix and match our favorites below for a holiday wardrobe to covet.

1. Grab a similar style: Classic Rise Demi Curve Slim Jeans 2. Cable Knit Pullover 3. Sateen Leggings 4. Red Plaid Motorcycle Wrap


Visit to shop gift guides and the new holiday collection!

—Michelle Christina Larsen

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Posted Dec 13 2012 in Denim Buys

Denim We Love: 9 Slim & Skinny Jeans for Men

Let’s face it: men also need options when it comes to jeans.  While we agree that not every man should wear skinny jeans, some men can really rock a pair.  And, for the slimmer men out there, a pair of skinnies are the only ones that will fit properly on their bodies.  So, without further adieu, we rounded up nine pairs of skinny jeans that caught our eyes, both for the washes and treatments, and for the potential to flatter the various shapes of the male form.  You’ll be surprised how good you look in them.  Whether you’re a musician or a college professor, we think you’ll find a wearable pair of jeans to wear this season.


1. Ksubi Van Winkle in Dull Metal ($245) – buy it at REVOLVE Clothing.

2. Levi’s 511 Dark Indigo skinny ($90) – buy it at SSENSE.

3. Right: ASOS Carrot Fit skinny jeans in Khaki ($90) – buy it at ASOS.


1. Chambers Waxed Overdye Slim Straight Leg jeans in ($132) – buy it at REVOLVE Clothing.

2. Edwin Sen Japanese Red Selvage skinny jeans ($168.58) – buy it at ASOS.

3. Unbranded Skinny Selvedge jean ($78) – buy it at Urban Outfitters.


1. THEM Atelier Magma Distressed Skinny Jeans ($121) – buy it at REVOLVE Clothing.

2. Nudie Thin Finn Blue ($250) – buy it at SSENSE.

3. 1969 Skinny Fit Jeans in red ($69.95) – buy it at Gap.


What, red jeans?  Read Denim Therapy staffer Eric Schmidt’s review of his slim fit OPENMARKET jeans in red.

—Kathy Ng Hassan


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Posted Mar 22 2012 in Denim Fashion » Denim Menswear

Levi’s Commuter Series Intertwines Style with Function

If you are one of the increasing many who cycle their way to work, then you’d be happy to know how you can stay stylish, dry and unencumbered via Levi’s Commuter Series range of denim jackets, shirts, pants and jeans in their 511 skinny fit. The line of clothing appears very well thought out, from water repellent fabric to mobile, stretch pants to an extra wide utility waistband to hold your bike lock. And, that’s not all. The neat 3M® reflectivity stripes on the selvedge seams offers a whole new dimension to safe night riding. It’s all practical, functional and very cool. Watch the video and you’ll see what we mean.

To shop the Commuter Series, go to Levi’s online.

—Kathy Ng Hassan

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Posted Mar 12 2012 in Denim Menswear » Denim News

16 Denim Must-Haves According to Vogue

A new year and a new denim closet revamp is in order, no? Vogue just released their first denim must-haves list of the year, featuring a shortlist of head-to-toe denim gets for under $500.  From denim shoes by Michael Kors, Alexandre Birman and SEE by Chloe, to a refreshing take on the jeans skirt by Scully Denim, we’re certain you’ll find some inspiration here.   We think 2012 is the year that denim detractors may just be swayed to slip on a pair of jeans.  Because, after all, Vogue certainly thinks jeans are lust-worthy.

Vogue selects denim must-haves under $300.

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Images via Vogue.
—Kathy Ng Hassan


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Posted Jan 05 2012 in Denim Fashion

Levi’s Overalls The Origin Exhibition

If you’ve ever wondered whether the first pair of Levi’s jeans ever made still exists, then watch this video of Levi’s Historian Lynn Downey, who, with white gloves, shows die-hard Levi’s aficionados what the first Levi’s jean–the Levi’s XX circa 1879, looks like during a special in-store exhibition at the Levi’s Japan store in Shibuya. She explains that the jean was called XX because it came from the XX denim produced at the Amoskeag Manufacturing Company (pronounced AM-us-scag). The historic artifacts are so valuable and the jeans so coveted in Japan, that the Levi’s Japan general manager hired a top security company to put the jeans under triple lock and key, not to mention a security detail for Ms. Downey during her whirlwind visit there.


Via Tenue de Nîmes. More at LS&Co. Unzipped blog.

—Kathy Ng Hassan

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Posted Nov 11 2011 in Denim News
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