Beginning March 22 – World Water Day – the Levi’s® brand and are teaming up for the second consecutive year to launch a new interactive challenge called “Go Water<Less™”.  The challenge encourages people to “Go Water<Less™” by taking water saving steps to experience what life is like for the one billion people worldwide without clean drinking water.  Check it out at and help provide water to those without.

When it comes to the water used to make Levi’s® Water<Less™ jeans – less is definitely more!  The Levi’s® brand today announced the expansion of its Water<Less™ jeans collection in the Philippines after releasing the Levis Spring/Summer 2012 Collection.

The average pair of jeans uses 42 litres 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 Levi’s® brand has already made more than 13 million Water<Less products and saved more than 172 million litres of water.

“How would you approach manufacturing today if you considered all the challenges around us in the world today?” said Erik Joule, Senior Vice President of Global Merchandising and Design of the Levi’s® brand. “Levi’s® Water<Less™ is a platform that looks at manufacturing in a different way.  It’s really about looking at design as one continuous circle to ensure we reduce the impact on the environment.”


The 172 million litres of water that Levi’s® Water<Less™ products have saved is equivalent to:
•    726,600,812, 8-ounce glasses of drinkingwater
•    Enough drinking water for 157,000 people for one year


Levi’s® Water<Less™ jeans have reduced the water consumption in the finishing process by making simple changes to the process such as:

•    Reducing the number of washing machine cycles by combining multiple wet cycle processes into a single wet process
•    Incorporating ozone processing into the garment washing
•    Removing the water from the stone wash

Levi’s® Water<Less™ finishing process is just one way the Levi’s® brand is working to reduce the environmental impact of its products. Once a pair of Levi’s® jeans is taken home, even more water is used caring for jeans every time they are washed. Recent Levi Strauss & Co. research shows that during the lifecycle of a pair of Levi’s® 501® jeans, the largest water impact comes from the cotton growing process and through the laundry habits of consumers once they care for their jeans at home.  As a company, Levi Strauss & Co. is making strides in 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.

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. Levi’s® Water<Less™ products are available in Levi’s® Stores Nationwide. Levis Cebu is located at the G/F Ayala Center Cebu and 2/F SM Northwing. Follow the official Facebook Page of Levis here and their twitter page

Win a brand new pair of Levi’s jeans tomorrow, March 22, as Levis raffles them off every hour at their Twitter Page – make sure to use the hashtag #LevisWorldWaterDay