Levi's reveals groundbreaking update to its iconic products: 'We'll keep setting the pace'

The fashion sector is recognized as a major contributor to global pollution, with the United Nations estimating it accounts for 2-8% of worldwide carbon emissions. In this context, Levi Strauss & Company has announced a bold initiative aimed at reducing its environmental footprint.

The newly launched plan, called "2030 Water Strategy - Beyond the Blue", focuses on decreasing water consumption, enhancing water quality, and supporting communities in adapting to climate change. This initiative updates Levi's previous strategy from 2019, which succeeded in cutting freshwater usage by 27%, though it fell short of the 50% reduction target.

The updated program sets higher goals, including the use of 40% recycled water in manufacturing processes. It also involves retrofitting machinery for improved efficiency and optimizing production methods to lower overall water use.

Levi Strauss & Company has a history of leading in sustainability. Earlier efforts included a trade-in program offering incentives for old jeans, while other brands like Gucci have launched programs to promote circular fashion and eco-conscious practices.

Public support remains key to the success of corporate environmental initiatives. Leaders at Levi's emphasized the broader impact of the new strategy. Michelle Gass, president and CEO, highlighted that the plan goes beyond mere water savings: it aims to foster resilience in vulnerable communities and ensure long-term business sustainability. Jeffrey Hogue, chief sustainability officer, echoed this, noting the strategy's focus on supporting continuity and environmental stewardship.

Author: Connor Blake