{"id":13284,"date":"2016-11-04T17:41:37","date_gmt":"2016-11-04T21:41:37","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/taking-jeans-from-blue-to-green-how-levi-strauss-is-reducing-its-water-consumption\/"},"modified":"2016-11-04T17:45:09","modified_gmt":"2016-11-04T21:45:09","slug":"taking-jeans-from-blue-to-green-how-levi-strauss-is-reducing-its-water-consumption","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/taking-jeans-from-blue-to-green-how-levi-strauss-is-reducing-its-water-consumption\/","title":{"rendered":"Taking Jeans from Blue to Green: How Levi Strauss is Reducing its Water Consumption"},"content":{"rendered":"<p>You probably already know that you could save a lot of water (up to ten gallons!) if you just shortened your shower by two minutes.<a href=\"#_edn1\" name=\"_ednref1\">[i]<\/a> But did you know that your choice of\u00a0denim could also have an effect on water consumption? One pair of jeans \u2013 starting from its days as a cotton seed to its drop-off at Goodwill \u2013 can consume nearly 3,800 liters of water<a href=\"#_edn2\" name=\"_ednref2\">[ii]<\/a>. However, iconic jeans brand Levi Strauss is working to lower this number with its Water&lt;Less<sup>TM<\/sup> process. Launched in 2011, Water&lt;Less<sup>TM<\/sup> reduces water consumption in three main ways: cotton production, jeans manufacturing, and consumer care.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Cotton Production<\/strong><\/p>\n<p>Levi Strauss conducted a \u201clifecycle assessment\u201d of its classic 501\u00ae jeans and found that more than two-thirds of a pair of jeans\u2019 lifetime water consumption is due to the fiber<a href=\"#_edn3\" name=\"_ednref3\">[iii]<\/a>, or cotton production process (see Figure 1). Cotton is a water-intensive crop, and climate change and water scarcity are likely to strain the global production of cotton.<a href=\"#_edn4\" name=\"_ednref4\">[iv]<\/a> Therefore, Levi Strauss helped establish the Better Cotton Initiative (BCI) to change how cotton is grown, both decreasing the environmental impact and improving labor standards and economic livelihoods for farmers. Using practices like drip irrigation, BCI farmers utilize up to <u>18% less water<\/u> than their peers. In 2015, Levi Strauss sourced 12% of its cotton from BCI.<a href=\"#_edn5\" name=\"_ednref5\">[v]<\/a><\/p>\n<p><a href=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/161103_TOM_Challenge-Post_Climate-Change_Figure-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-13237\" src=\"https:\/\/d3.harvard.edu\/platform-rctom\/wp-content\/uploads\/sites\/4\/2016\/11\/161103_TOM_Challenge-Post_Climate-Change_Figure-1.jpg\" alt=\"161103_tom_challenge-post_climate-change_figure-1\" width=\"243\" height=\"248\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Jeans Manufacturing<\/strong><\/p>\n<p>While an average pair of Levi\u2019s requires 42 liters of water during the finishing process to achieve the proper \u201cworn-in\u201d look, Water&lt;Less<sup>TM<\/sup> jeans require far less; some styles only need 1.5 liters, relying heavily on rocks to do the smoothing.<a href=\"#_edn6\" name=\"_ednref6\">[vi]<\/a> When combined with water recycling and other water consumption savings in the process, this means that making a pair of Water&lt;Less<sup>TM<\/sup> jeans uses up to <u>96% less water<\/u> than a typical pair of jeans.<a href=\"#_edn7\" name=\"_ednref7\">[vii]<\/a> Since 2011, Water&lt;Less<sup>TM<\/sup> has reduced water consumption in the manufacturing process by more than 1 billion liters<a href=\"#_edn8\" name=\"_ednref8\">[viii]<\/a> while creating over 75 million products.<a href=\"#_edn9\" name=\"_ednref9\">[ix]<\/a><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Consumer Care<\/strong><\/p>\n<p>Given the typical lifetime and washing &amp; drying frequency of a pair of jeans, consumers are responsible for the next greatest share of water consumption after cotton production. Hence, Levi\u2019s created product care tags encouraging consumers to \u201cwash less, wash in cold, line dry, and donate when no longer needed.\u201d<a href=\"#_edn10\" name=\"_ednref10\">[x]<\/a> In addition, the company has famously recommended that customers stick their jeans in the freezer to kill germs in lieu of tossing them in the washing machine. Although the latter idea has been contested<a href=\"#_edn11\" name=\"_ednref11\">[xi]<\/a>, both practices will reduce the consumer\u2019s water footprint.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>What\u2019s next?<\/strong><\/p>\n<p>Customers seem to like the Water&lt;Less<sup>TM<\/sup> idea: in 2011, Levi Strauss claimed that its jeans marketed as less water-intensive sold better than their similarly priced but more traditional counterparts.<a href=\"#_edn12\" name=\"_ednref12\">[xii]<\/a> Levi Strauss is pleased as well and intends to make 80% of Levi\u2019s products using the Water&lt;Less<sup>TM<\/sup> process by 2020, up from almost 25% today.<a href=\"#_edn13\" name=\"_ednref13\">[xiii]<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Levi Strauss certainly deserves credit for designing an innovative process to conserve water during the jeans manufacturing process, and for encouraging more water conservation both upstream and downstream.\u00a0 However, the fact remains that it is fundamentally a jeans company, and selling as many jeans as possible is in its best interest. If the Water&lt;Less<sup>TM<\/sup> products are functionally similar to Levi\u2019s traditional products, do customers really have an incentive to treat them differently? Levi\u2019s may say they want customers to wash their jeans less frequently, but doing so would reduce the wear and tear, thereby lengthening the replacement time and hurting Levi\u2019s sales. In order to better align incentives, perhaps Levi Strauss could spend some time exploring innovations in stain- and smell-resistant denim. Such features could both allow Levi Strauss to charge a premium for their higher quality product and put customers more at ease over skipping their weekly laundry cycle to save some water.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>[799 words]<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"#_ednref1\" name=\"_edn1\">[i]<\/a> \u201cTake Shorter Showers.\u201d <em>Sustainability@BU<\/em>, http:\/\/www.bu.edu\/sustainability\/what-you-can-do\/ten-sustainable-actions\/take-shorter-showers, accessed November 2016.<\/p>\n<p><a href=\"#_ednref2\" name=\"_edn2\">[ii]<\/a> Levi Strauss &amp; Co. \u201cThe Life Cycle of a Jean: Understanding the environmental impact of a pair of Levi\u2019s\u00ae 501\u00ae jeans,\u201d http:\/\/levistrauss.com\/wp-content\/uploads\/sites\/4\/2015\/03\/Full-LCA-Results-Deck-FINAL.pdf, accessed November 2016.<\/p>\n<p><a href=\"#_ednref3\" name=\"_edn3\">[iii]<\/a> Levi Strauss &amp; Co. \u201cThe Life Cycle of a Jean: Understanding the environmental impact of a pair of Levi\u2019s\u00ae 501\u00ae jeans,\u201d http:\/\/levistrauss.com\/wp-content\/uploads\/sites\/4\/2015\/03\/Full-LCA-Results-Deck-FINAL.pdf, accessed November 2016.<\/p>\n<p><a href=\"#_ednref4\" name=\"_edn4\">[iv]<\/a> WWF. \u201cSustainable Agriculture: Cotton,\u201d https:\/\/www.worldwildlife.org\/industries\/cotton, accessed November 2016.<\/p>\n<p><a href=\"#_ednref5\" name=\"_edn5\">[v]<\/a> Levi Strauss &amp; Co. \u201cSustainability: Planet,\u201d http:\/\/www.levistrauss.com\/sustainability\/planet\/#water, accessed November 2016.<\/p>\n<p><a href=\"#_ednref6\" name=\"_edn6\">[vi]<\/a> Leslie Kaufman, \u201cStone-Washed Blue Jeans (Minus the Washed),\u201d New York Times, November 1, 2011, http:\/\/www.nytimes.com\/2011\/11\/02\/science\/earth\/levi-strauss-tries-to-minimize-water-use.html, accessed November 2016.<\/p>\n<p><a href=\"#_ednref7\" name=\"_edn7\">[vii]<\/a> Levi\u2019s. \u201cThe lifecycle of Levi\u2019s\u00ae jeans,\u201d http:\/\/store.levi.com\/waterless\/index.html, accessed November 2016.<\/p>\n<p><a href=\"#_ednref8\" name=\"_edn8\">[viii]<\/a> Levi Strauss &amp; Co. \u201cSustainability: Products,\u201d http:\/\/www.levistrauss.com\/sustainability\/products\/waterless, accessed November 2016.<\/p>\n<p><a href=\"#_ednref9\" name=\"_edn9\">[ix]<\/a> Levi\u2019s. \u201cMade of Progress\u201d, http:\/\/www.levi.com\/US\/en_US\/madeofprogress#process, accessed November 2016.<\/p>\n<p><a href=\"#_ednref10\" name=\"_edn10\">[x]<\/a> Levi Strauss &amp; Co. \u201cSustainability: Planet,\u201d http:\/\/www.levistrauss.com\/sustainability\/planet\/#water, accessed November 2016.<\/p>\n<p><a href=\"#_ednref11\" name=\"_edn11\">[xi]<\/a> Sarah Zielinski, \u201cThe Myth of the Frozen Jeans,\u201d Smithsonian Magazine, November 7, 2011, http:\/\/www.smithsonianmag.com\/science-nature\/the-myth-of-the-frozen-jeans-129092730\/?no-ist, accessed November 2016.<\/p>\n<p><a href=\"#_ednref12\" name=\"_edn12\">[xii]<\/a> Leslie Kaufman, \u201cStone-Washed Blue Jeans (Minus the Washed),\u201d New York Times, November 1, 2011, http:\/\/www.nytimes.com\/2011\/11\/02\/science\/earth\/levi-strauss-tries-to-minimize-water-use.html, accessed November 2016.<\/p>\n<p><a href=\"#_ednref13\" name=\"_edn13\">[xiii]<\/a> Levi Strauss &amp; Co. \u201cSustainability: Products,\u201d http:\/\/www.levistrauss.com\/sustainability\/products\/waterless, accessed November 2016.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A pair of jeans \u2013 from its days as a cotton seed to its drop-off at Goodwill \u2013 can use nearly 3,800 liters of water. Can the Levi Strauss Water&lt;Less process help reduce this consumption?<\/p>\n","protected":false},"author":1872,"featured_media":13451,"comment_status":"open","ping_status":"closed","template":"","categories":[1419,1924,1418,427,1480],"class_list":["post-13284","hck-submission","type-hck-submission","status-publish","has-post-thumbnail","hentry","category-cotton","category-jeans","category-levi-strauss","category-water","category-water-use-reduction"],"connected_submission_link":"https:\/\/d3.harvard.edu\/platform-rctom\/assignment\/climate-change-challenge-2016\/","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taking Jeans from Blue to Green: How Levi Strauss is Reducing its Water Consumption - Technology and Operations Management<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/taking-jeans-from-blue-to-green-how-levi-strauss-is-reducing-its-water-consumption\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taking Jeans from Blue to Green: How Levi Strauss is Reducing its Water Consumption - Technology and Operations Management\" \/>\n<meta property=\"og:description\" content=\"A pair of jeans \u2013 from its days as a cotton seed to its drop-off at Goodwill \u2013 can use nearly 3,800 liters of water. 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