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In 2010, Levi's launched the Better Cotton Initiative, which trains farmers to use less water, pesticides, insecticides, and synthetic fertilizers when growing cotton plants. Currently, more than 20% of the cotton Levi's uses — not just for its denim, but for its apparel as well — is qualified as Better Cotton, and they're rapidly growing that percentage. By 2020, the brand hopes to use cotton from sustainable sources in 100% of its products.
In terms of manufacturing, Levi's Water < Less techniques have done a lot to benefit the environment. So far, Levi's has saved more than 3 billion liters of water and recycled more than 2 billion liters of water. To date, more than 67% of Levi's products are made with Water < Less techniques and by 2020, the goal is to increase that to 80%.
The brand also recently teamed up with Cotton's Blue Jeans Go Green program to save old denim from landfills by turning it into insulation for homes and buildings.