I really liked the commercial. Very creative, and eco-friendly. It’s a must for all the brands to show that they are environmentalist to create brand loyalty and sympathy. Well done to Levi’s for not being fake, and caring about our planet.

Watching the video on the Levi site about how the finishing process works just made me rage. Yes, this process now doesn’t waste 42L of water. But it still requires a giant vat of resin, an ozone curing machine, a massive stonewashing machine and industrial dryers — tons of energy used simply to make the jean look “like you’ve been wearing it forever.”

Every part of this finishing process is wasteful; this change just makes it slightly less wasteful.

Alternative: Buy raw denim jeans. Wear them forever. Patch them when they wear and tear.

Have totally agree with Bork, this is such a deceptive concept.
Why not make the jeans where they are sold most?
Why put them on a giant oil fuelled containership and move them all over the globe?
Just to make an extra dollar? Make this jeans locally and real environmently friendly, im willing to pay extra for their expensive advertising efforts if they are willing to really do what they promise.

Ir you have ruined so much environment over all these years, be honest about it and dont patronize your customers