It was the headline that got interesting in the front page article about jeans. "Stone-washed blue jeans (minus the wash)." It was intriguing and made what could be a boring subject very interesting. Next to article talking about Cain's harassment scandal and Greek austerity measures, this article especially popped. I really enjoy feature pieces like this, that come across my radar every now and again. Its fascinating to me the things going on in the world I had no idea of and its nice to be uplifted by stories like this.
Levi Strauss % Co. determined that 919 gallons of water are put into a pair of jeans throughout their lifetime, from cotton picking to washing machine. In order to promote conservation and protect the future of their company, Levi is teaching farmers in the countries cotton is picked like India and Brazil how to conserve and collect rainwater. As far as minimizing at home, Levi suggests people wash rarely and only with cold water. One suggestion is to never wash and put them in the freezer to kill the germs that cause odor.
Water scarcity has been on the horizon for sometime and is finally being recognized as an environmental issue as dire as global warming. Apart from Levi,who "woke up" after flooding in the Middle East impacted their production, Pepsi and other large companies are reevaluating and looking into alternative methods to conserve water and ultimately save their business practices. Its encouraging to see big companies making an effort to save water and use it only when necessary. I'm not at the point of freezing my jeans yet, but considering that alternative to cold washing is definitely viable.
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