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Levi's Water Less "Made in the USA" Jeans Collection

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The average pair of jeans takes 42 liters of water in the finishing process alone - that doesn't include any of the cotton growing, which itself is very water-intensive. Levi's is now taking aim the amount of water the company uses with the well-titled "Water < Less" collection of garments. There is a reason that this is important - water, often taken for granted, is poised to become one of the most valuable resources on the planet in coming years. As populations grow, access to clean, safe, drinking water is becoming increasingly contentious; water scarcity has already led to much armed conflict, and was one factor in the Darfur genocide. Levi's plan won't save the world with water savings, but what it does do is highlight the issue of safe water - which is an easy issue to overlook. The line will include over a dozen classic Levi's jeans, including the Levi's 501 jeans and the 511 and 514 jeans, as well as the popular trucker jacket - in total, 1.5 million pairs of jeans will be produces with the Water-Less method, saving approximately 16 million litres of water. This is great news for denim geeks, who are known to be so devoted to water conservation that they wash their jeans very rarely, if ever. Check out the initial images of some of the products from the Water>Less collection after the jump.

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Levis water less 2011