In an effort to reduce water use industry-wide, Levi Strauss & Co. invited 20 other competitors into their test kitchen where all their new products are developed. This open source method was part of Levi's Eureka Innovation Lab and their mission to use less water to create jeans. The iconic brand has spent almost a decade perfecting water-saving techniques in the denim production process and felt their discoveries were too important not to share.
There is increasing pressure for fashion companies to not only incorporate environmentally sustainable practices, but also be transparent and accountable to consumers. By valuing social consciousness, Levi's is clearly leading the charge. They also developed recycled plastic-made jeans as an eco-friendly initiative.