So what does a Water<Less® technique look like? Instead of washing denim with fabric softener to create that worn-in feel, we might tumble jeans with bottle caps and golf balls, taking the water out of the wash altogether — and saving up to 96% of it during the finishing process.
Saving water is more important than profits. That’s why we invited other apparel companies to our Eureka Innovation Lab – so they could learn how to implement our Water<Less® practices in their own factories.
We’re also fighting the global water crisis on other fronts. By 2030, an estimated 45 cities worldwide (that’s nearly 470 million people) will be categorized as high-stress – which means the demand for water is higher than what’s available. So we’re moving from a global to a local approach when it comes to our manufacturing facilities, adjusting our water usage in cities where h2o is harder to come by.