Levi’s aims to curb the environmental cost of fashion industry

The fashion industry is a water-thirsty business. From the irrigation of cotton crops to finishing processes and post-purchase washing, 79 trillion litres of water is consumed per year to make garments.

The fashion industry is also the second-largest industrial polluter after aviation, and accounts for up to 10% of global pollution.¹ This Earth Day, celebrated on Thursday, 22 April 2021, Levi's® South Africa highlights its commitment to restoring our earth by saving up to 96% of the water used in its apparel's finishing processes.

In South Africa, we experience a fast fashion cycle, which means that clothes are being over consumed and worn for shorter amounts of time. Levi’s® believes in sustainability. Their garments are made to be worn for longer periods of time, whilst remaining in fashion. “Wearing a garment for nine months longer shrinks its carbon footprint by 30%,” says Candace Gilowey, Head of Marketing at Levi Strauss & Co. in South Africa. Fashion is an ever-changing field and as fashion trends progressed, the use of denim and jeans changed. People wanted high-quality jeans that were already broken-in. The finishing process is the last but most crucial step in denim production today – giving jeans a worn-in look and feel from day one. These processes use a lot of water.

“It is up to us, the industry, to prevent waste, invest in pollution-control technology, and provide transparency to our stakeholders when it comes to our supply chain and processes,” says Gilowey.

Levi’s® has introduced 20 Water<Less^TM Techniques, which use up to 96% less water than old finishing techniques. “We have adapted the way in which we finish our garments in order to conserve the environment,” says Gilowey. Currently, more than 67% of Levi’s® jeans are made with Water<Less^TM techniques worldwide,” she adds.

“South Africa has a strong fashion consumer base. It is our responsibility as a fashion outlet to produce our apparel sustainably and do our part in taking care of the environment,” says Gilowey. “Our mantra is Repair. Reimagine. Recycle.” She adds. Levi’s® suggests donating or upcycling your jeans instead of disposing of them. One garbage truck of discarded clothing is burnt or ends up in landfills every second of every day around the world.² Levi’s® jeans have been made to last. They are tough, durable and classic and can be worn for years. “Repurpose your jeans once they have been worn out or you believe that they are out of style. You can do so by creating DIY projects such as tote bags, wallets or even transforming your favourite pair of jeans into shorts,” says Gilowey.

Levi Strauss & Co. own a manufacturing facility and distribution line in Epping, an industrial area in Cape Town. The city provides Levi’s® with treated effluent water at an approved tariff rate, allowing the company to use 100% recycled water in their finishing processes. “We’ve partnered with the city’s Athlone Wastewater Treatment Works to implement a two-kilometre water line from the city to ensure that we use only recycled water,” says Gilowey. One of the finishing techniques used at the Epping plant includes laser finishing. This method creates patterns like dots and lines, executed through computer-managed processes.

Caption: Laser finishes are applied to Levi’s  jeans as a Water<Less^TM  technique

Levi’s® supports sustainable cotton farming, where farmers are taught to grow more from less, enabling increased pay. ‘Cottonised hemp’ has also been introduced as an alternative fibre to save more water and prevent excessive pollution. Compared with traditional cotton, it grows quicker and uses less water and leaves behind cleaner, healthier soil. This innovative hemp yarn is soft like cotton and is found in new denim styles such as Levi’s® 551z.

“It is important to note that a significant amount of the water used during a pair of jeans’ lifetime comes from post-purchase washing,” says Gilowey. Levi’s® recommends washing denim jeans after the tenth wear only, hanging jeans in the sun between use to destroy any bacteria. Save energy by washing jeans in cold water. “We can all do our part to restore the earth; we urge our consumers to join us in the fight as true eco-warriors for our future,” she concludes.

For more information on Levi’s® and its sustainability efforts, please visit https://liveinlevis.levi.co.za/sustainability-articles/