Unless you’re buying raw denim, your denim’s been finished. It’s the last but most crucial step in denim production, giving jeans and jean jackets a broken-in look and feel from day one. Unfortunately, this process uses a lot of water. Or, it used to. We rolled out Levi’s® Water<less® innovations in 2011. Since then, we’ve saved more than 4.2 billion liters of water from the finishing process (that’s enough to fill 1,680 Olympic-size pools!) and recycled over 9 billion more (you do the math). And by 2021, at least 80% of Levi’s® jeans will be finished with Water<less® techniques. So instead of washing denim with fabric softener to create that worn-in feel, we might tumble jeans with bottle caps and golf balls, taking the water out of the wash altogether.