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Water consumption is a serious issue in the fashion industry, but not something that the average shopper would likely consider to be an ethical fashion issue. The textile industry wastes vast amounts of water in the production of textiles so it is an issue that manufacturers can no longer ignore. Denim brand Pepe Jeans is the latest manufacturer to address the problem. Next year Pepe are to launch a collection of denim which avoids chemicals and reduces water consumption.
The range is called Tru-Blu and will launch for autumn 2012. Tru-Blu covers all of Pepe Jean’s 24 styles in their main line, in three different washes and the most sustainable jeans will be no more expensive than what they offer now. They follow in Levi’s footsteps who this year launched their WaterLess jeans which reduce water consumption by an average of 28%.
Cotton agriculture uses vast amounts of water and ensuring the crops are irrigated puts immense pressure on the surrounding environment and its inhabitants. The Aral Sea in Uzbekistan is the perfect example of this. The lake which once had a prosperous fishing industry is now just 15% of its original size due to being abused for irrigation of the local cotton fields.
In the production of a single cotton t-shirt 60kg of water is used and 45kg of waste water is discharged per kg of output. The use of chemical pesticides and fertilisers is also a serious concern with cotton growing. Waste water from the fields and factories which contains these chemicals can have disastrous effects on local ecosystems. If Levis and Pepe Jeans can cut down on their water footprint whilst still having the same good quality denim then hopefully other manufacturers will follow their lead.
Consumers can also do their bit to reduce water consumption by washing their clothes less often, and making sure they only use the washing machine on a full load.
Image from ASOS
