Levis Green Jeans

Would you want a pair of green jeans?

Would you want a pair of green jeans?

Perhaps you would, if they were still blue!

What am I talking about?

Levi Strauss & Co are making their jeans more sustainable – eco jeans.

First, they marketed “water less jeans” in various styles which are made with less water during manufacturing. Normally there are several washing processes, including with stone washing.  Eco jeans have fewer washes, and there is less water included with stone washing.

Interestingly, they have taken the sustainability concept even further with their eco jeans.

After life-cycle analysis of jeans was completed, they found that the biggest use of water and energy occurs during cotton production and then with the customer (wearer).

So Levi’s product-care tags on eco jeans now tell wearers to

• wash eco jeans every other week instead of every week,
• wash them in cold rather than hot water,
• line dry instead of tumble dry, and
• donate rather than throw away unwanted items

What I also liked about this initiative was their marketing campaign for it.  Instead of just telling people to care for their eco jeans more sustainably because it’s better to do so, they instead came up with a campaign

‘Don’t wash the stories out of your jeans’

and

‘Dirt is the new clean’

I think it’s great that fashion companies can make an effort to be more eco friendly and then market it in such a way that consumers actively want to become more eco friendly too.

That’s a win-win for eco jeans!

So, next time you want to buy jeans, look for sustainable, eco jeans – and wash them less often!