{"id":186878,"date":"2021-04-22T12:57:31","date_gmt":"2021-04-22T10:57:31","guid":{"rendered":"https:\/\/mypr.co.za\/?p=101656"},"modified":"2021-04-22T12:57:31","modified_gmt":"2021-04-22T10:57:31","slug":"levis-aims-to-curb-the-environmental-cost-of-fashion-industry","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/levis-aims-to-curb-the-environmental-cost-of-fashion-industry\/","title":{"rendered":"Levi\u2019s aims to curb the environmental cost of fashion industry"},"content":{"rendered":"
<\/a>
Laser finishes are applied to Levi\u2019s jeans as a Water<LessTM technique<\/figcaption><\/figure>\n

The fashion industry is a water-thirsty business. From the irrigation of cotton crops to finishing processes and post-purchase washing, 79 trillion litres of water is consumed per year to make garments. The fashion industry is also the second-largest industrial polluter after aviation, and accounts for up to 10% of global pollution. This Earth Day, celebrated on Thursday, 22 April 2021, Levi\u2019s\u00ae South Africa highlights its commitment to restoring our earth by saving up to 96% of the water used in its apparel\u2019s finishing processes.<\/p>\n

In South Africa, we experience a fast fashion cycle, which means that clothes are being over consumed and worn for shorter amounts of time. Levi\u2019s\u00ae believes in sustainability. Their garments are made to be worn for longer periods of time, whilst remaining in fashion. \u201cWearing a garment for nine months longer shrinks its carbon footprint by 30%,\u201d says Candace Gilowey, Head of Marketing at Levi Strauss & Co. in South Africa. Fashion is an ever-changing field and as fashion trends progressed, the use of denim and jeans changed. People wanted high-quality jeans that were already broken-in. The finishing process is the last but most crucial step in denim production today \u2013 giving jeans a worn-in look and feel from day one. These processes use a lot of water.<\/p>\n

\u201cIt is up to us, the industry, to prevent waste, invest in pollution-control technology, and provide transparency to our stakeholders when it comes to our supply chain and processes,\u201d says Gilowey.<\/p>\n

Levi\u2019s\u00ae has introduced 20 Water<LessTM Techniques, which use up to 96% less water than old finishing techniques. \u201cWe have adapted the way in which we finish our garments in order to conserve the environment,\u201d says Gilowey. Currently, more than 67% of Levi\u2019s\u00ae jeans are made with Water<LessTM techniques worldwide,\u201d she adds.<\/p>\n

\u201cSouth Africa has a strong fashion consumer base. It is our responsibility as a fashion outlet to produce our apparel sustainably and do our part in taking care of the environment,\u201d says Gilowey. \u201cOur mantra is Repair. Reimagine. Recycle.\u201d She adds. Levi\u2019s\u00ae suggests donating or upcycling your jeans instead of disposing of them. One garbage truck of discarded clothing is burnt or ends up in landfills every second of every day around the world. Levi\u2019s\u00ae jeans have been made to last. They are tough, durable and classic and can be worn for years. \u201cRepurpose your jeans once they have been worn out or you believe that they are out of style. You can do so by creating DIY projects such as tote bags, wallets or even transforming your favourite pair of jeans into shorts,\u201d says Gilowey.<\/p>\n

Levi Strauss & Co. own a manufacturing facility and distribution line in Epping, an industrial area in Cape Town. The city provides Levi\u2019s\u00ae with treated effluent water at an approved tariff rate, allowing the company to use 100% recycled water in their finishing processes. \u201cWe\u2019ve partnered with the city\u2019s Athlone Wastewater Treatment Works to implement a two-kilometre water line from the city to ensure that we use only recycled water,\u201d says Gilowey. One of the finishing techniques used at the Epping plant includes laser finishing. This method creates patterns like dots and lines, executed through computer-managed processes.<\/p>\n

Levi\u2019s\u00ae supports sustainable cotton farming, where farmers are taught to grow more from less, enabling increased pay. \u2018Cottonised hemp\u2019 has also been introduced as an alternative fibre to save more water and prevent excessive pollution. Compared with traditional cotton, it grows quicker and uses less water and leaves behind cleaner, healthier soil. This innovative hemp yarn is soft like cotton and is found in new denim styles such as Levi\u2019s\u00ae 551z.<\/p>\n

\u201cIt is important to note that a significant amount of the water used during a pair of jeans\u2019 lifetime comes from post-purchase washing,\u201d says Gilowey. Levi\u2019s\u00ae recommends washing denim jeans after the tenth wear only, hanging jeans in the sun between use to destroy any bacteria. Save energy by washing jeans in cold water. \u201cWe can all do our part to restore the earth; we urge our consumers to join us in the fight as true eco-warriors for our future,\u201d she concludes.<\/p>\n

For more information on Levi\u2019s\u00ae and its sustainability efforts, please visit https:\/\/liveinlevis.levi.co.za\/sustainability-articles\/<\/p>\n

CLICK HERE to submit your press release to MyPR.co.za<\/a>.<\/p>\n

Pages: Page <\/span>1<\/span> Page <\/span>2<\/a><\/div>\n

Source: MyPR.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Laser finishes are applied to Levi\u2019s jeans as a Water<LessTM technique The fashion industry is a water-thirsty business. From the irrigation of cotton crops to finishing processes and post-purchase washing, 79 trillion litres of water is consumed per year to make garments. The fashion industry is also the second-largest industrial polluter after aviation, and accounts […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9021,1],"tags":[3257],"class_list":{"0":"post-186878","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-mypr","7":"category-south-africa","8":"tag-mypr","9":"entry","10":"has-post-thumbnail"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/186878","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=186878"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/186878\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=186878"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=186878"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=186878"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}