We recently attended heritage denim label Levi’s Spring 2011 preview in New York City. Held at the company’s SoHo workshop, the event featured photos of denim-clad children of the sun collaging the walls of the industrial venue. The collection itself also brought up blissful summer memories, with faded washes, cropped lengths and overall dresses reminiscent of ‘70s music festival style.
While the collection had vintage references, its production was certainly the result of some very modern thinking. Introducing their Water<less jeans, levi’s reduces their water consumption by 28% on average, and up to 96% for select pieces.
Savvy customers seek both forward fashion and eco-conscious brand responsibility. It is therefore a great sign when a leading label focuses on forward-thinking green initiatives. Let’s hope where Levi’s leads, others will follow.