MEN
WOMEN
DISCOVER
SUSTAINABILITY
Sale

The same iconic denim you love, made with less water.
Because every drop counts.

THIS IS WATER‹LESS®

Only 2.5% of earth’s water is drinkable. And that supply is under constant threat. We’ve developed manufacturing techniques that have saved 3 billion litres of water (so far).

BORN IN 2011. STILL SAVING WATER.

Unless you’re buying raw denim, your jeans have likely undergone a finishing process. It’s the last but most crucial step in denim production, giving jeans a broken-in look and feel from day one. Unfortunately, finished denim uses a lot of water. We’re changing that.

In 2011, we established more than 20 different Water‹less® manufacturing techniques, which help us produce the same jeans you love while reducing our water usage.


ONE PAIR OF JEANS CAN USE UP TO

3,800 litres of water in its lifetime

and 23% of the water used during that cycle comes from how you care for your denim.

NOW IT’S
YOUR TURN

Here are some ways you can help save water.

WASH YOUR
DENIM LESS

You’ll preserve the colour, fabric and a lot of water if you wait longer to fire up the washing machine.

WASH WITH
COLD WATER

If you do wash your denim, make sure it’s always on cold to save energy.

HANG TO DRY
IN THE SUN

Between washes, you can hang your jeans in the sun to kill bacteria.


OUR SUSTAINABILITY EFFORTS