Over the course of a single pair of jean's lifetime, over 3,000 liters of water are used for production, processing and cleaning. In a push for environmental responsibility and the ongoing sustainability of denim, Levi Strauss & Company is making changes. As water shortages become ever more present, Levi Strauss is working with farmers in India, Pakistan, Brazil and parts of Africa to teach irrigation and rainwater capture techniques. The company has joined with other big companies such as Ikea, Gap and Adidas in the Better Cotton Initiative to promote water conservation, reduce pesticide use and eliminate child labor.
An interesting component of Levi's conservation efforts includes the consumer. The company is asking consumers to wash their jeans rarely, if at all. Levi Strauss suggests putting jeans in the freezer to kill germs and prevent smells.