In an effort to reduce the environmental impact of manufacturing jeans, Levi’s will introduce a new collection under the Water<Less rubric in January. The line uses washing and finishing techniques that use 28 to 96 percent less water, depending on the style, than the 42 liters of water it now takes to produce the average pair of jeans.
About 1.6 million pairs will be produced under the Water<Less label for spring for North and South America, which represents about 20 percent of the total production run for those markets. For fall, Levi’s is aiming to triple the number of units produced with the new water-saving techniques and roll out product to the rest of the world.
“We challenged ourselves to operate at the intersection of style and sustainability,” said Erik Joule, senior vice president of merchandising and design for the Levi’s brand. “We challenged conventions and asked in which processes we could eliminate or reduce our water use.”
For the Water<Less jeans, Levi’s took steps like combining multiple wet cycle processes into a single one, removed the water from the stonewash process and incorporated ozone processing that helps mimic the effects of water washes.
“We didn’t compromise at all on the hand or visual appeal or style of the jeans,” said Carl Chiara, director of brand concepts and special projects for the Levi’s brand in the Americas. “Sometimes the way to achieve a more sustainable design is to rethink a traditional process and find a better way to do it.”
The spring Water<Less offerings will include more than a dozen classic Levi’s styles, including the 501, 511 and 514 fits, as well as a trucker jacket. The jeans carry the same prices as conventionally produced Levi’s, ranging from about $40 to $148.
Hangtags will educate consumers on the initiative and will bear the logo of a hand in a drop of water.
Earlier this year, Levi’s introduced a new care tag on all its products that encourages consumers to wash their jeans less, to do so in cold water, line dry afterward and donate them to Goodwill when discarding. Last month, both Levi Strauss & Co. and Hennes & Mauritz said they were eliminating sandblasted products from their lines, due to health concerns for workers involved in the process.
Levi’s first incorporated environmental provisions into its global sourcing and operating guidelines in 1991. In 1995, the company was the first global apparel maker to implement strict water quality guidelines in its global effluent requirements for its contract laundries and finishing facilities.
Next year, the company will unveil a program called the Better Cotton Initiative that addresses the environmental impacts of growing and processing cotton for denim.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)