This summer, while playing in water is on everyone’s agenda, it’s the exact opposite for Levi’s. Its eco-friendly philosophy stems from its commitment to upholding traditional techniques in making jeans. For this season, aspects of ethical awareness and sustainability are found in Levi’s breakthrough Water<Less products.

Levi’s Water<Less jeans remain faithful to the brand’s classic American style and effortless cool. As its finishing process turns green, its nostalgic spirit takes a step forward in promoting innovative chic. By saving water through fashion, wearing your conscience never felt—and looked—this good.

“Levi’s Water<Less is a platform that looks at manufacturing in a different way. It’s really about looking at design as one continuous circle to ensure we reduce the impact on the environment,” says Erik Joule, Levi’s senior vice president of global merchandising and design.

THEWATER LESS jeans are available in a number of styles

What’s highly innovative about this move is the realization of how much you could do with less—seriously. An average pair of jeans uses up 42 liters of water in the finishing process. Levi’s Water<Less products, on the other hand, have reduced water usage by up to 96 percent for some styles in the same process. Since then, 13 million Water<Less products have saved up to 172 million liters of water.

Known for its relentless pioneering and innovative spirit, Levi’s has partnered with Water.org in helping raise awareness on vital water issues, most especially concerning the very water we drink. Last March 22, a new interactive campaign, “Go Water<Less,” has been launched with the mission of providing clean drinking water to those in need. Details of the campaign may be viewed at www.levi.com/waterless.

Also launched is the brand’s “Care Tag for Our Planet” campaign, changing Levi’s jeans product care tags to include environmental impact reduction instructions of washing less and with cold water, line drying and donating when no longer needed.

Fashion’s power is without limits. As the industry sets its sights on a better future, Levi’s will continue to share its innovations on cool, casual style that’s original and groundbreaking.

Levi’s Water<Less products are available in Levi’s stores nationwide.

Photography Adrian Gonzales

Styling Luis Carlo San Juan

Grooming Mayesa delos Santos