The same iconic denim you love, made with less water.
Because every drop counts.
Only 2.5% of earth’s water is drinkable. And that supply is under constant threat. We’ve developed manufacturing techniques that have saved 3 billion litres of water (so far). Our Goal: By 2021, 80% of our jeans will be made Water
BORN IN 2011. STILL SAVING WATER.
Unless you’re buying raw denim, your jeans have likely undergone a finishing process. It’s the last but most crucial step in denim production, giving jeans a broken-in look and feel from day one. Unfortunately, finished denim uses a lot of water. We’re changing that.
In 2011, we established more than 20 different Water‹Less® manufacturing techniques, which help us produce the same jeans you love while reducing our water usage. So far, we’ve saved more than 3 billion litres of water (and recycled another 5 billion litres).
ONE PAIR OF JEANS CAN USE UP TO
and 23% of the water used during that cycle comes from how you care for your denim.
Here are some ways you can help save water.
You’ll preserve the colour, fabric and a lot of water if you wait longer to fire up the washing machine.
If you do wash your denim, make sure it’s always on cold to save energy.
Between washes, you can hang your jeans in the sun to kill bacteria.