YOU WEAR JEANS. YOU LIVE IN LEVI'S®.
In 1852, Levi Strauss, an immigrant from Bavaria, opened a dry goods company in San Francisco at the height of the California Gold Rush. While he was working, he recognized a need among hardworking people: clothes built to endure anything. He and tailor Jacob Davis combined copper rivet reinforcements with tough denim, leading to the first manufactured waist overalls in 1873. Today, we call them "blue jeans."
SUSTAINABILITY
Finishing denim in the traditional way requires unsustainable amounts of H2O, so at Levi’s®, their designers have created more than 20 alternative techniques. It’s a process they call Water<Less®, and so far it has saved more than 3 billion liters of water and recycled 5 billion more. Water<Less® technology is not proprietary. In fact, they’ve shared these new practices with our competitors, inviting their engineers right into their lab to show them responsible, imaginative methods for denim finishing that produce comparable results. Their Goal: By 2021, 80% of Levi's® jeans and trucker jackets will be made with Water<Less® techniques.
