Evidence on water availability and consumption, published by reliable voices such as the United Nations and the World Bank, suggests the global denim industry needs to take a close look at itself.

It needs to ask what it's doing to reduce its water use and - perhaps more importantly - which of its promises, of all those made, are actually real and benchmark worthy?”

Let’s get to the good news. The denim industry has openly discussed its water use and solutions to minimise these volumes for close to a decade. Alcoholics can’t heal until they admit they are alcoholics, so on that basis our industry is moving forward towards new solutions by admitting it over-uses water in a big way.

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