Levi Strauss’s sustainability initiatives have transitioned from PR talking points to major profit drivers, with eco-conscious product lines now representing 25% of total revenue—a 32% year-over-year increase. The Q2 results revealed:
Eco-Innovation Breakdown:
- Water<Less Technology: Used in 80% of products, saved 12B liters since 2011
- Cottonized Hemp fabric: featured in 15 current styles, reduces water usage by 45%
- SecondHand: Resale platform grew 300% YoY
Consumer Insights:
- 68% of Levi’s shoppers consider sustainability important
- Gen Z willing to pay 18% premium for sustainable denim
- Water<Less styles have 23% higher repeat purchase rate
“We’ve moved beyond sustainability as a cost center,” said CSO Jeffrey Hogue. The company announced new 2025 targets:
- 100% sustainable cotton by 2025 (currently 82%)
- 40% reduction in supply chain emissions
- Circular design principles in all new products
