Levi's launched its Water<Less program in 2011 to reduce water used in denim finishing.
The program brought together finishing techniques designed to use less water than conventional garment-processing methods. Levi Strauss & Co. introduced it as part of a broader effort to reduce the environmental impact of denim production.
Water<Less did not mean that every pair used no water, and it was not the same as eliminating water from cotton farming or the entire supply chain. The name refers specifically to water-saving approaches in manufacturing and finishing processes.
The initiative is often confused with general claims that a pair of jeans is sustainable. A branded program can address one stage of production while other impacts, such as fiber cultivation, dyeing, transport, and garment care, remain separate environmental questions.