California is currently in the midst of one of the longest and most costly droughts on record. For more than four years, the Sunshine State has experienced abysmal rain levels, resulting in a widespread shortage of water. While most of California’s water is used for agricultural purposes, however, it’s also used by clothing companies, including denim producers. This has prompted many denim companies to cut back production, as there simply isn’t enough water to sustain the demand by consumers.
As noted by MarketWatch.com, Southern California is the world’s largest supplier of premium jeans, most of which have an average price tag ranging between $100-$200 a pair. In order to make these jeans, water must be used, lots of water. The Los Angles region generates over $18 billion annually from local fashion and garment companies, roughly 8-10% of which comes from premium denim. The Southern California region employs an estimated 200,00 workers, making it the world’s central ‘hub’ for fashion.
But going back to the problem at hand, it takes a significant amount of water to produce a pair of jeans. It’s estimated that single pair of denim jeans requires some 1,800 gallons of H2O to produce. That’s far more than most families use in a day. The good news is that many denim companies are changing their business strategy, adapting new techniques and methods that use less water.
You might be wondering just how in the world a single pair jeans can consume so much water during the production process. Well, it all boils down to achieving the “premium” and “distressed” looks, which often regular several washes. Once the jeans are initially constructed, workers wash them so they look more natural and broken in. And once they are finished washing, they wash them again, and again, until they jeans have the desired appearance and feel.
“(The) water issue in fashion in Los Angeles is a big deal,” said John Blank, economic adviser to the California Fashion Association, a trade group. Premium denim “requires water. It is all about that processing. It is the repeated washing to get the premium look. This is what people pay for.”
Of course, you can do your part to help solve California’s water problem by reducing the water used in your home. This means turning off the faucet while you brush your teeth, taking shorter showers, and waiting until the dishwasher is full before starting a load.
