I wanted to start my blog on 'insanely good innovations' with a discussion around Levi's Waterless Jeans.
In the world of innovation, companies are constantly researching category and consumer trends and unmet needs to uncover a new product idea that will propel them ahead of the competition. Without realizing, the territory that is being mined for these new ideas is actually quite small and almost undoubtedly has been previously picked through my other competitors in the same category.
Consequently, the genesis of Levi's Waterless Jeans is quite exciting in itself.
Levis looked way beyond the confines of the brand, the category or even the consumer's relationship with appearance and apparel. They looked at the ongoing global water shortage and the increasing consumer desire to feel that major brands and companies are willing to work to find solutions to societal and environmental issues, as well as making profits.
Hence, Levis' Waterless Jeans were born.
Levis Waterless Jeans use from 28-90% less water in the production process, while encouraging consumers to wash them less, use cold water and put them in the freezer occasionally to kill off bacteria. All of these initiatives added up probably don't save the planet an enormous amount of water, but they definitely provide consumers with the feeling that Levis are determined to do its part and to do it in a way that is integrated into the core purpose of the company, rather than being limited to the support of a charitable cause as an adjunct to their main business model.
Great innovation ideas can come from anywhere, and this is a great example.
