Live From PSFK CONFERENCE SAN FRANCISCO: Erik Joule Of Levi Strauss & Co.

Live From PSFK CONFERENCE SAN FRANCISCO: Erik Joule Of Levi Strauss & Co.

SVP of Levi's Merchanding, Design and Licensning Team discussed his efforts to produce more sustainable clothing.

Kat Popiel
  • 7 october 2011

As SVP of Levi’s Merchandising, Design and Licensing team, Erik is tasked with leading the brand’s global strategy initiative on sustainability.  Focused to reconnect the consumer with Levi’s heritage through a 360-integrated approach, his efforts aim to provide a holistic interaction of the brand through touch points and channels.  In addition, Levis Water<Less brand seeks to educate consumers that sustainability comes through the smallest of actions.

Erik connects his personal ambitions for social change with Levis Strauss’ 300 year old Profits and Principles belief that business has an opportunity to create profit but also impact social change.

Only 1% of the world’s water is drinkable.  Water impacts three stages of the denim relationship: post-consumer use (washing jeans at home), the manufacturing process (45 liters of water is used to make a pair of jeans) and the use of cotton (a highly water intensive crop).  Considering these three elements Erik and his team seek to continuously explore how to alter the process of reducing water usage in their product development. Previous production of one pair of jeans used up 42 liters of water.

“All I know is that I know nothing.” – Socrates.

Erik transcends this line of thinking saying, ‘If you approach your life thinking that what lies ahead is full of possibilities and opportunity then things will change.  Experience is the foe of innovation.’  Today Levis has shifted 60 million pairs of jeans and saved 156 million liters of water.  This success has caused the brand to assess its entire manufacturing process including energy usage.  The Levi’s Water<less brand has managed to reduce this wastage by only utilizing 1.5 liters per pair.

Erik explains that a blanket action to apply these efforts cannot occur across all sub-brands in Levis as this would alter the design of the product.  In blending Profit and Principle Levis will continue to explore different methods and techniques.  In order to bring the consumer designs they, the brand needs to maintain the look and feel of their product in conjunctionl to their sustainability efforts in order to truly make progress.

Levi Strauss & Co.

Erik Joule


Fitness Advocate: Paving The Future of Workouts With Audio

Fitness & Sport
Travel Today

Bus Stop Transformed Into A Fitness Station For Commuters

Sports drink company Lucozade live-streamed an athletic trainer working out at a stop in Manchester to encourage travelers to get moving

Technology Today

Shiseido And Microsoft Have Created A Makeup Filter For Women Who Telecommute

The Japanese cosmetic company built an augmented reality app that works alongside Skype for Business


Get PSFK's Related Report: Future of Retail: Technology Primer

See All
Mobile Today

Samsung Is Using AR To Help Beachgoers Stay Safe

Pocket Patrol utilizes a phone's camera to promote beach safety and educate people about hidden hazards

Related Expert

Burt Herman

Journalism and Technology

Retail Today

Exchange Your Old Razors For New Ones At This Bartershop

The subscription-based shaving company lets customers trade their unwanted razors for Harry's brand steel at a temporary New York pop-up

Food Today

A Brewer Has Created The Most Expensive Chips To Snack On

St. Eriks Brewery created crisps made from rare mushrooms to go with its artisan beer, donating all proceeds to charity

Op-Ed Today

Marketing Experts: Millennials And The Power Of Cool

'Good Is The New Cool' Authors Afdhel Aziz and Bobby Jones share their 7 principles for branding with a social impact


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs Today

The Keys For Exceptional Performance On And Off The Field

PSFK Labs' new report highlights five important insights for businesses to perform better than the competition

Travel Today

Melbourne Hotel Lets Guests Stay In Their Own Chrome Airstream Trailers

Notel is a luxury rooftop with six guest rooms made from vintage 1970s mobile homes

Infants Today

Battery Powered Cradle Will Rock Itself

NoomiNoomi is a clever device that makes it easier to put babies to sleep

Sustainability Today

Swedish Citizens Get A Tax Break For Repairing Old Goods

A sustainability initiative encourages people to fix, rather than replace, broken objects

Fitness & Sport Today

How Precision Data Can Make Anyone A Better Performer

The Sports Debrief from PSFK Labs looks at how analytic tools are being developed to optimize human performance across all industries

Home Today

You Can Now Buy Furniture From A Daytime TV Show

Home furnishing online retailer Wayfair is partnering with Lifetime to create a shoppable life improvement television program

Social Media Today

Instagram Tool Prevents People From Harming Themselves

A new anonymous reporting option on the social media platform hopes to provide better emotional support for users

Retail Today

Apple’s New London Store Is Filled With Living Trees And Sunlight

The brand's UK flagship location has been reimagined with a focus on customer experience and community

Syndicated Today

Artificial Intelligence Could Serve As A Judge In The Court Of The Future

A new software program can weigh up legal evidence and more questions of right and wrong to predict the outcome of trials

No search results found.