Jeans rank as one of the most water-guzzling garments in your closet, requiring a staggering average of over 18,000 litres of water just to make one pair during the production cycle.
Recent statistics show 16,390 litres is consumed during the early stages from growing cotton right up to the point of fabric creation.
An additional 1,441 litres is then used to dye the yarn, with garment washing accounting for 584 litres and a further 110 litres needed for cutting, sewing, and embellishing the jeans.
The shocking statistics come from research by Epson which has unveiled fashion’s whopping water footprint.
The research indicates that a mind-blowing 35 trillion litres of water the equivalent of emptying the River Thames fifteen times over is required to produce all the clothes hanging in UK wardrobes today.
New research which surveyed individuals across eight European countries found the UK had the lowest awareness of this severe environmental issue with a mere 16% of British respondents considering the water footprint of their wardrobe.
While one-quarter of participants from the UK claimed they are “environmentally conscious,” a striking 72% expressed concern after realising the ‘true’ environmental cost of their wardrobes.
Nevertheless, almost two-thirds said that the responsibility should still be on fashion labels and retailers to spearhead sustainable transformation within the industry.
This is something sustainability-focused design agency PATTERNITY is attempting to do. In an effort to tackle fashion’s water footprint, they partnered with Epson to showcase the potential of reducing water usage through innovative technology.
The collaboration resulted in Water Silks, a collection of EcoVero silk scarves inspired by Europe’s iconic rivers and canals.
Epson’s Monna Lisa digital printer, which uses pigment inks, was the key to the project reporting a reduction of up to 97% in water consumption during the colour printing stage of garment production.
With the aim of influencing the industry’s approach to water usage, the eco-friendly Water Silks collection was unveiled ahead of the Autumn/Winter 2025 Fashion Weeks.
Anna Murray, co-founder and creative director of PATTERNITY, shared the inspiration behind Water Silks: “Nearly three-quarters of our planet’s surface is covered by water, a fact that has always fascinated us and inspired this project.
“Water Silks celebrates the iconic waterways that define Europe’s fashion capitals from the Thames in London to Milan’s vibrant canals. These designs highlight the connection between urban life, natural resources, and fashion.”
Anna noted that their partnership with Epson demonstrated that bold, expressive fashion can be created with minimal environmental impact, thus reducing water usage and waste.
Maria Eagling from Epson stated: “With fashion being one of the world’s most influential industries, it’s vital to address its significant environmental impact.
“With the upcoming fashion weeks, we have a real opportunity to encourage brands to embrace sustainable practices. By adopting our technology, the industry can progress toward a more sustainable future.”
