{"id":13453,"date":"2016-11-04T17:52:10","date_gmt":"2016-11-04T21:52:10","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/levi-strauss-taking-the-water-out-of-jeans\/"},"modified":"2016-11-04T17:53:07","modified_gmt":"2016-11-04T21:53:07","slug":"levi-strauss-taking-the-water-out-of-jeans","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/levi-strauss-taking-the-water-out-of-jeans\/","title":{"rendered":"Levi Strauss \u2013 Taking the Water Out of Jeans"},"content":{"rendered":"

From the cotton field to the department store, a single pair of jeans requires nearly 10,000 liters of water in the production process1<\/sup>. That\u2019s enough water to hose your lawn for 9 hours straight, or to flush your toilet 1,600 times. To make just 250 pairs of jeans, you\u2019d need the same amount of water that fits in an Olympic size swimming pool.<\/p>\n

Before they\u2019re tried on for the first time, a new pair of jeans has already been washed for up to 6 hours straight2<\/sup>. Denim manufacturers do this, along with a variety of other water-intensive techniques, to treat denim to achieve the perfect look and feel. Also contributing to denim\u2019s water usage is the water-intensive nature of cotton \u2013 the main ingredient for denim. These 10,000 liters do not even account for each time a pair of jeans is washed after purchase.<\/p>\n

Despite its seeming abundance, water is increasingly seen as a resource that will become more and more scarce as a function of climate change. In fact, by 2030, demand for water is projected to outstrip supply by up to 40%3<\/sup>. Given the water\u2019s status as a critical input for jeans production, this represents an enormous threat to the business. An unfavorable move in either the cost or availability of water would severely impact Levi\u2019s business throughout the supply chain.<\/p>\n

Leading the Charge<\/strong><\/p>\n

As the world\u2019s largest denim company, Levi\u2019s is in the unique position to lead the denim industry towards a more sustainable future. Levi\u2019s has already taken strides to reduce water usage, a move that certainly scores points with the environmentally-conscious residents of San Francisco, the location of Levi\u2019s HQ.<\/p>\n

Beyond simply good press, the steps Levi\u2019s has taken to date will help set the company up to succeed as the physical manifestations of climate change become increasingly pronounced. They created the Water<LessTM<\/sup> finish process, reducing the amount of water used by up to 96%4<\/sup>. They\u2019ve also standardized the process for water recycling within the industry. Together, these initiatives have saved over 1 billion liters of water. Levi\u2019s has doubled down on this commitment by sharing the Water<Less technique with competitors to broaden the initiative5<\/sup>.<\/p>\n

Levi\u2019s has also used its scale to drive sustainability through other members of the supply chain. Through the Better Cotton Initiative (BCI), Levi\u2019s aims to change the way cotton is grown by decreasing the environmental impact6<\/sup>. This initiative has resulted in an 18% decrease in water used during cotton production.<\/p>\n

Levi\u2019s has also encouraged consumers to pitch in. Levi\u2019s CEO, Chip Bergh, famously revealed that he had not washed his jeans in over a year. Instead, he spot-treats stains, and occasionally puts his jeans in the freezer overnight to kill bacteria. In addition to promoting sustainable consumer practices, this served as a high-profile way to draw awareness to a problem not on the radar of most consumers.<\/p>\n

What\u2019s Next<\/strong><\/p>\n

Levi\u2019s has made great strides to limit water usage, but must do much more as water becomes increasingly scarce. The most obvious path forward is to scale the current initiatives \u2013 Water<Less accounts for 28% of total product volume4<\/sup>, and Levi\u2019s sources just 12% of cotton from BCI farmers6<\/sup>.<\/p>\n

While expanding these initiatives will help mitigate Levi\u2019s water dependence, more dramatic steps need to be taken. Levi\u2019s should explore the following options to continue the push towards a sustainable denim industry:<\/p>\n