Levi Strauss & Co.

To celebrate World Water Day, don't wash your jeans

It's World Water Day today. What will you be doing to preserve and conserve this precious resource? Several fashion brands will be celebrating the 19th annual event pioneered by the United Nations with challenges designed to bring awareness to crucial water issues.

Employees at Levi Strauss & Co. in San Francisco are wearing the same jeans five days straight without washing them as part of the company's weeklong World Water Day Challenge. To aid its employees in sticking with the program, the company has set up cleaning stations around its office for spot-treating denim.

Levi's is encouraging individuals outside the company to also go waterless by washing their jeans in...