Bangalore: Coinciding with the World Water Day, global apparel brand Levi's Strauss & Co Thursday unveiled its 'waterless' jeans collection for this year's spring season.

"We have reduced water consumption in the finishing process by reducing the number of washing machine cycles, incorporating ozone processing into garment washing and removing water from stone wash," Levi's vice-president for global merchandising and design Erik Joule said in a statement here.

The US jeans major has teamed up with Water.org to raise awareness for conserving water and make it accessible to a billion people who don't get clean drinking water the world over.

"An average pair of jeans uses 42 litres of water in the finishing process. We have reduced the use of water in the waterless jeans by 96 percent. As a result, we were able to save 172 million litres of water for producing 13 million jeans pairs," Joule said.

As more water is used caring for jeans every time they are washed at home, the company's research showed that during the lifecycle of a pair of its jeans, the largest water impact came from the cotton growing process and through the laundry habits of consumers.

"As our contribution to conserve water, we are making strides in reducing water used in growing
cotton and in the manufacturing process by suppliers," Joule observed.

As a non-profit organisation, Water.org works with local partners in Africa, South Asia and Central America to provide access to safe water and sanitation to hundreds of communities.

(Agencies)