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Levi's Will Introduces Sustainable Jeans This Spring

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    In a major move towards sustainability, Levi's will introduce more than a dozen classic styles under its new Water<Less label this spring.

    The denim manufacturer will implement new washing and finishing techniques requiring 28-96-percent less water than the typical 42 liters needed for each pair of jeans, which will be used in 20 percent of its spring production.

    The first batch of Water<Less pieces represent classic Levi's styles including the 501, 511 and 514 jeans, and will follow the same price points as the traditionally manufactured counterparts.

    The spring 2010 round of low-impact denim will be available in North and South America, while the company hopes to expand its new standard of water consumption to worldwide production in subsequent seasons, as well as introduce the Better Cotton Initiative, WWD reports.