Industry Leader Edition – How Levi’s Divested to be More Sustainable?

“Buying less, wearing longer”

Take a listen to the post now!

Levi’s is still one of the most successful denim brands there is and they are going strong every year. A few years ago in 2010 they launched their brand new Curve ID collection which produces 3 different fits for women, Slight Curve, Demi Curve and Bold Curve. This invention has been a big hit as it means that women of all different shapes can wear Levi’s.

Some have trouble with gaping at the back, while others have jeans that are baggy in the thighs. This issue has been cured since each of these fits are cut differently, to accommodate the different body shapes. No more having to go up or down a size and sacrifice fit! Curve ID was created as a result of studying more than 60,000 body scans and listening to women around the world of all shapes and sizes.

In 2011, the company started to get more wise and ethical about their production, inventing Levi’s® Water<Less™. The average pair of jeans uses 42 liters of water in the finishing process, so the Levi’s® Water<Less™ Collection reduces the water consumption by up to 96%.

It’s the intersection of style and sustainability. Even celebrities like Will.I.Am are behind this and have created a collaboration collection with Levi’s.

With the availability of hemp increasing due to changes in legislation, an increasing number of businesses have started realizing the financial and environmental benefits. Hemp requires significantly less water to grow than cotton.

Like all plants, hemp absorbs carbon dioxide from the air, storing it in the ground, and releases oxygen. Hemp also reduces the need for toxic pesticides, and it enriches rather than strips the soil. Levi’s products still contain some cotton, so the company has committed to increasing the quantity of organic cotton, which is less polluting than traditional cotton.