Our lifecycle studies illustrate how essential water is to our business. We’re extremely dependent on it: every step of the process to create a garment requires water, from the cotton fields to manufacturing facilities.

In an era of increasing water scarcity, we recognize that water is an essential raw material for agriculture and many industries besides apparel. We must decouple the growth of our business and our water needs if we want to continue leading into the future.

The Water<Less™ process approaches the decisions made in the design process in a different way, reducing the amount of water used in the finishing process. It’s not rocket science, but it is innovative. For instance, by simply removing water from stone washes or combining multiple wet cycle processes, we can significantly reduce water usage — up to 96 percent for some styles. At the same time, we still deliver the same great look and feel that you know and love.

Since launching the Water<Less™ process in 2011, we have saved more than 1 billion liters of water in the manufacturing of LS&Co. products, including 30 million liters of fresh water saved through reuse and recycling. By 2020, the Levi’s brand aims to make 80 percent of its products using Water<Less™ techniques, up from nearly 25 percent today.