An innovative new range of Levi's jeans will be available at stockists across Australia from next week.
The new Water-Less jeans collection reduces water used in the jeans finishing process by 172 million litres.
The product, which has already launched in other countries, will be filtered into local stores between February 17-26 and corresponding window display are also set to pop up.
The average pair of jeans uses 42 litres of water in the finishing process, but the new range reduces the use of water by an average of 25 per cent per pair of jeans – and up to 96 per cent for some styles.
Senior vice president of global merchandising and design of the Levi’s brand, Erik Joule, said Levi's wanted to challenge itself to operate at the 'intersection of style and sustainability'.
“We’re still using the same materials and techniques to create finishes for our jeans but we’ve substantially reduced water’s role in the equation,” Joule said. “Sometimes the way to achieve a more sustainable design is to rethink a traditional process and find a way to do it better.”
This season more than 13 million products will be made with the Levi’s Water-Less finishing process, which is equivalent to drinking water for 181,000 people for one year.
The brand has reduced the number of washing machine cycles by combining multiple wet cycle processes into a single wet process, has incorporated ozone processing into the garment washing and has removed the water from the stone wash.
The company has also changed 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 and line drying.