Levi's Strauss Introduction

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Levi Strauss & Co. is a private American clothing company that has been established since 1853. They are the inventor of the denim jeans and are known worldwide for their Levi’s Jeans brand. The company has four brands which are Levi’s, Dockers, Signature by Levi Strauss & Co. and Denizen. However, we will only be focusing on Levi’s in this report. The Levi’s brand mainly focuses in providing denim jeans. They have a wide range of cuts and styles to suit the different preferences that consumers have. Aside from selling jeans, the brand also sell casual fashion items such as shirts, dresses, jackets, shoes and accessories. Levi’s is always on constant research on providing better quality products and improving the production process. In the past few years, Levi’s is building sustainability into everything they do. The company did some major research regarding the life cycle of several products focusing on environmental impact in 2007. They found out that the life cycle of a single pair of jeans uses more than 3000 liters of water; 49% used during the cotton-growing stage, 46% when customers wash their jeans and 6% during the manufacturing process. From the result, Levi’s derived an idea to manufacture jeans using less water but still produce the same great styles and finishes that their customers love. The company joined the Better Cotton Initiative, which in an organization committed to growing cotton in a more environmental healthy way. The engineers also applied a more effective and efficient finishing process by changing the distressing process of the jeans by using dry-stone process in replacement of the water used during stonewash process and reducing the number of wash cycles by combining multiple wet-process cycles into a single one. In 2011, Levi’s launched a new collection called

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