Today's New York Times reports on the life cycle efforts of Levi Strauss & Company that was based on its seminal work back in 2007 which focused on the the life cycle of jean.  The times article reports that LS&Co. estimates that a typical pair of blue jeans consumes "919 gallons of water during its life cycle", or enough to "fill 15 spa-sized bathtubs".  

The company continues to use the knowledge and insights that it has learned from its life cycle assessment to support further activities, such their water finishing campaign to reduce water during finishing and working with the Better Cotton Initiative, an effort ot make global cotton production "better for the people who produce it, better for the environment it grows in and better for the sector's future."