Since first implementing its WaterLevi’s has saved up 1 billion liters of water. Simultaneously, the brand has released a new study called Product Lifecycle Assessment (LCA), which analyzes the water spending in the complete product lifecycle. Cotton cultivation (68%) and consumer use (23%) are the two stages with the most significant impact on water consumption.

Based on the study’s findings, Levi’s is launching the “Are you ready to come clean?” quiz, an initiative that enables consumers worldwide to know how much water and energy they use compared with average consumers in the US, UK, France and China. This way, the brand hopes to encourage all quiz participants to wash their jeans less often.

To tackle the water spending on cotton cultivation, Levi’s is training farmers to grow cotton using less water together with the Better Cotton Initiative. The label aspires to be using 75% Better Cotton by 2020, in comparison to the 6% used currently.

Apart from the 1 billion liters of water saved in the manufacturing, Levi’s has avoided the use of further 30 million liters of fresh water, which have been saved through reuse or recycling.

'It's time to come clean' infographic, made by Levi's
'It's time to come clean' infographic, made by Levi's