Levi's assessed the resources used in the manufacturing process of 501 denim in 2007 and discovered its jeans were, like the human body, mostly made of water.
Over the lifetime of its jeans, from the cotton fields to consumer to the laundry machine, an average pair of Levi's was found to use up 3480 liters of water, or"the equivalent of running a garden hose for 106 minutes."
Realising that it was difficult to change the behaviour of cotton farmers and consumers alike, Levi's decided to make a difference themselves.
The innovation in an attempt to save water in the manufacturing process has resulted in the Levi's Water
Via - Levi's