Blue jeans are worn by millions worldwide, but their production carries a heavy environmental cost. Making a single pair of jeans can consume up to 3,800 litres of water, according to research by Levi's. The fashion and textiles industry ranks among the most polluting sectors globally. It contributes to climate change and depletes natural resources at an alarming rate. Denim manufacturing traditionally relies on harmful chemicals such as potassium permanganate to create faded effects.
Tunisia, which supplies about 8 percent of the European Union's denim market, is leading efforts to make jeans more sustainable. Manufacturers there are phasing out toxic chemicals in favour of safer alternatives. Advanced water treatment systems can reduce water consumption by up to 75 percent per garment. Some factories use ozone gas washing technology that cuts water use by 90 percent. The EU will require digital product passports by 2027, documenting where materials come from and whether garments can be recycled.