Levi's Malaysia goes WaterLess

LEVI'S   GO WATERLESS

Malaysia - Levi's, in partnership with Water.org, has brought the global Water<less 2012 campaign to Malaysia in a bid to raise awareness about water issues.

This year, which marks the second collaboration between the Levi's brand and Water.org, features a new interactive challenge called "Go Water<Less". The challenge encourages people to "Go Water<Less" by taking water saving steps to experience what life is like for the one billion people worldwide without clean drinking water.

The Water<Less jeans collection, available from March 2012, uses 96% less water in the finishing process for some styles compared with the average pair of jeans that uses 42 litres of water.

The Levi's brand has already made more than 13 million Water<Less products and saved more than 172 million litres of water through various steps such as reducing the number of washing machine cycles, incorporating ozone processing into garment washing and removing water from the stone wash.

"Levi's Water<Less is a platform that looks at manufacturing in a different way. It's really about looking at design as one continuous circle to ensure we reduce the impact on the environment," said Erik Joule, senior vice president of global merchandising and design of the Levi's brand.

The campaign is anchored in social media, such as Facebook, Twitter, YouTube and Instagram, with digital activation developed in partnership with Wunderman.

"On our Levi's Facebook page alone, worldwide, we currently have more than 11 million likes / followers out of which, 300,000 plus fans alone come from Malaysia. So we're actively spreading the word throughout the whole duration of the project with a call-out to everyone to be part of this global activation programme," Joleyn Chin, marketing manager for Levi's Malaysia, told A+M.

Levi's also launched the "Care Tag for Our Planet" campaign, changing the product care tags in Levi's jeans to include instructions about ways consumers can reduce the environmental impact of their clothes by washing less, washing in cold water, line drying and donating when no longer needed.

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