Dockers New WATERLESS Drop Celebrates 10 Years of Saving Water
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Dockers is launching an environmentally conscious capsule to celebrate the 10th anniversary of WATER<LESS, an innovative water-saving production technique developed by its parent brand, Levi Strauss & Co. The collection will launch on dockers.com on June 19, along with easy-to-follow tips to help reduce the environmental costs of looking after your clothes.
The fashion industry is one of the largest consumers of water in the world. According to the Ellen MacArthur Foundation, the thirsty business of textile production uses 93 billion cubic meters of water annually, and that’s before you consider the 20 billion cubic meters of water we use every year to wash our clothes. Reducing water usage is critical to creating a more sustainable fashion industry.
That’s why, in 2010, Levi Strauss & Co. developed the WATER<LESS technique. This method decreases the amount of water used in the dyeing and finishing processes, which can normally require upwards of 40 liters of water per garment. The WATER<LESS technique reduces the amount of water consumed by up to 40 percent, and has saved Levi Strauss & Co. three and a half billion liters of water in the last decade.
Dockers has long-stood for qualitative, timeless and longlasting apparel, and it is now adopting this production method with the goal of cutting the amount of water used in areas of “high water stress” by 50 percent in the next five years. The first capsule launching today counts its signature Alpha Chinos and a range of premium summer staples including t-shirts, shirts, and hoodies. The Chinos also include an internal trim guide, to encourage wearers to give them a new lease of life as they age by easily cutting them shorts.
This capsule is just one part of a larger environmental initiative on the brand’s agenda. In addition to WATER<LESS, Dockers is also taking steps towards more sustainable production by partnering with the Better Cotton Initiative (BCI), the world’s largest cotton sustainability program. Cotton requires huge amounts of water to grow and is often farmed in locations where water is scarce. BCI was established to improve cotton farming globally, including the reduction of water use in cultivation. By the end of the year, Dockers will only use sustainably sourced cotton and will introduce recycled polyester made from plastic bottles into its portfolio.
Shop the collection now at dockers.com.
