By: Briana Muller
In 1991, Levi’s developed its Terms of Engagement – a code of conduct to guide ethical production throughout the denim company’s giant supply chain. Levi’s claims the document was a landmark in the fashion industry, since it has influenced many other apparel companies to adopt similar codes.
In 2012, Greenpeace targeted and shamed Levi’s for connections to dangerous water pollution in Mexico in their ‘Toxic Threads’ report. Levi’s has since pledged to reduce the hazardous chemicals used to dye and treat its clothing. This is unlike other apparel companies in sense thatLevi’s cares for the environment. They prove this by constantly seeking to improve their manufacturing practices.
Levi Strauss & Co®, has long been championing sustainable practices. In 2015, for example, this company launched the Levi’s Wellthread Collection. This was, and still is, a revolutionary way of making denim as this collection is made using a waterless dyeing technique. Two billion pairs of jeans are produced every year, each requiring almost 2,000 gallons of water to produce. The technology implemented by Levi’s uses up to 70% less water compared to these conventional indigo dyeing techniques. Itis also centered around a single-fiber cotton designed for maximum recyclability.
Additionally, the traditional dyeing process negatively impacts the environment by dyeing rivers around the world a disturbing shade of blue. Thus, the old way of making jeans didn’t measure up to Levi’s sustainable standards. As a result, therefore, in the Spring/Summer of 2018, Levi’s made yet another environmentally conscious decision. The American label teamed up with the sustainable brand, Outerknown, in order to create a sustainable collection. This entire collection was created utilizing the water-saving dyeing technique, the Levi’s Wellthread method, with plant-based linens and organic cottons. Also, this collection was fully recycled with each design a rework of 511 jeans, a western shirt, and a trucker jacket.
On April 21, 2019, Levi’s partnered with Blue Jeans Go Green program. This organization takes the initiative of recycling denim. On this day, every Levi’s store and outlet placed a recycling box on their sales floor in which anyone could drop off any brand jeans in exchange for a 20% off single item discount. Once Levi’s collected these jeans, they would give them a new life. For example, the denim recycled would be used as materials for building insulation towards libraries, schools, and hospitals. Regarding Levi’s labour conditions, there needs to be improvement with their supply chain management. In this specific area, this company has made little progress to ensure their workers receive a proper living wage. Taking into consideration its large profits, Levi’s can do better on this situation.
Levi’s current Animal Welfare Policy states supply chains for the sourcing of all animal products must be traceable and in order to ensure humane practices. Despite this, the company still uses leather, down feather, and wool without stating their sources. Levi’s response is that they support wool from non-mulesed sheep and will continue their work to “consolidate its wool sourcing accordingly, as it becomes commercially viable.”
Levi’s has made strong commitments to increasing their sustainable denim production through s their significant reduction of their water usage. By 2020, the Levi’s brand aims to create 80% of its products by using their WaterLess technique. In the year 2020, the apparel company has set a goal to reduce their greenhouse gas emissions by 25% for its direct emissions and consumed electricity. They are also a pioneer member of the Better Cotton Initiative. Overall, Levi’s is beginning to become a green business. This is as a result of their environmentally-friendly decisions. However, they need to focus on their company as a whole and improve their core practices to back up their policies.
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