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Tweet Post Share Save Buy Copies Print I’m a brand guy. I spent 28 years at Procter & Gamble in brand management. I led the integration of P&G’s $57 billion acquisition of Gillette, and then I ran that division—one of P&G’s most profitable—for six years. It was a high-visibility assignment, so I started to get calls about CEO jobs. Most of them weren’t very interesting. Then, in late 2010, I was at a hotel in Beijing for a quarterly meeting of our leadership team. A headhunter I knew called. She said, “I have something you may be interested in.” I rolled my eyes—how many times had I heard that before? “OK, what is it?” I asked. “Levi Strauss,” she replied. My one-word response: “Wow.”

world’s largest maker of pants, noted especially for its blue denim jeans called Levi’s (registered trademark). Its other products include tailored slacks, jackets, hats, shirts, skirts, and belts, and it licenses the manufacture of novelty items. The company is headquartered in San Francisco.

IT'S THE DAY AFTER THE ELECTION. WHERE ARE YOU—MENTALLY AND PHYSICALLY?

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We love when powerhouses come together to create even bigger, more powerful moments. So when we heard nonprofits Peace Over Violence (POV) and me too. International were joining forces around Denim Day, we just had to support

At Levi’s®, water has long been a central issue. In 1992, Levi Strauss & Co. (LS&Co.) established the apparel industry’s first wastewater quality guidelines—guidelines that were then scaled to include all of the brand’s garment manufacturing suppliers in 1994. In 2011, Levi’s® introduced its Water<Less finishing technique, which today accounts for the finishing of at least least 70 percent of Levi’s® jeans and Truckers. To date, Water<Less has helped us save more than 4 billion liters of water in manufacturing, and we’ve saved another 9 billion liters through water recycling programs. We’re scaling the use of hemp, which uses less water than conventionally grown cotton, in our products. And through our 2025 Water Action Strategy, we’ve pledged to halve our manufacturing water use in areas of high-water stress by 2025. Jaden Smith shares this commitment to water. In 2019, he co-founded the environmental non-profit 501CTHREE, which works to provide clean drinking water to underserved areas. Using their own mobile water filtration system called The Water Box—which was developed in response to the water crisis in Flint, Michigan in 2014—the organization has distributed over 38,000 gallons of safe, free water to places like Flint, Newark, and Los Angeles’ Skid Row. And with the arrival of World Water Day 2021—a day first designated by the United Nations back in 1993—it’s a chance to reflect on the progress made towards addressing the world’s water crisis, and, more importantly, to look forward towards what needs to be done. So, as we all work to raise awareness around water access and clean water, here’s a glimpse of what Levi’s® and Jaden Smith have to say on the subject.

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The term 'copy deck' is often used in advertising agencies, where it's also known as a 'copy platform'. A copy deck is a single document (usually written in Microsoft Word) that contains all the necessary bits With both eyes on the future of our planet, Levi’s® Sustainability Marketing Manager Lauren Bigelow

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