3 Ways This Big Fashion Brand Is Committing To Sustainability

Do you know how much water goes into making your favourite jeans?


Ondela Mlandu |

The word ‘sustainability’ is on everyone’s lips right now.

Celebs are parlaying their fame for a positive environmental change. Gisele Bündchen is the Global Ambassador for the United Nations Environment Programme. She’s using her worldwide recognition to make a difference in Brazil, which implements sustainable agricultural practices. Actress and United Nations Goodwill Ambassador, Anne Hathaway took a stand for the environment through her fashion in 2017 and committed to wearing eco-conscious fashion such as vintage and recycled dresses. Actress, Natalie Portman makes sure she doesn’t buy any fur, leather or feathers when buying her outfits and Drew Barrymore has her own eco-friendly makeup line.

Sounds like everyone is getting on board, but what does being sustainable mean?

What exactly is sustainability?

To put it simply, ‘sustainability’ means fulfilling the needs of the current population without getting in the way of future generations.

Levi Strauss & Co. — a global leader in the fashion industry — is getting serious about future-proofing the planet. The heritage denim brand has announced its commitment to creating sustainability through legacy by putting conservation and water sustainability at the forefront of their denim productions. Michael Kobori, Vice President of Sustainability at Levi Strauss & Co., was recently in South Africa to talk us through how the brand is gravitating toward sustainable clothing production.

Here’s how the denim giant is committing to helping the planet:

1/ Traceability

Sustainable Fashion

Did you know that the main source of fabric supply for your fave pair of jeans comes from Lesotho?. A whopping 75% of the fabric purchased is part of the BCI (Better Cotton Initiative) programme. The BCI is the largest cotton sustainability programme in the world, that aims to train farmers worldwide about sustainable agricultural practices, and account for 30% of global cotton production by 2020.

2/ Giving Back

Sustainable Fashion

Have you ever thought about the amount of water that goes into creating your garments?

Cape Town’s water crisis still remains a challenge. Levi Strauss & Co. has partnered with The Nature Conservancy to support the Greater Cape Town Water Fund by providing a three-year grant of $100,000. With 38 billion litres of water lost per year, from the absorption of invasive plants, the Greater Cape Town Water Fund will target the removal of invasive plants that prevent Cape Town’s water sources from being replenished.

3/ Preservation

Manufacturing plants generate immense waste and leave a big carbon footprint. Globally the brand has pledged to reach zero discharge of hazardous chemicals by 2020 and South Africa has made the same pledge. As part of the Clean Chain project which monitors chemical usage at vendors. Levi Strauss & Co. have globally introduced an ambitious plan to reduce carbon emissions. Their 2025 Climate Action Strategy will use 100% renewable electricity, to have a 90% reduction in Greenhous gas emissions.

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