Jeans are among the most water-intensive items of clothing in your wardrobe, recent statistics show. An average of over 18,000 litres of water is needed to produce just one pair of the every day item during the manufacturing process, says tech giant Epson. A whopping 16,390 litres are used up in the initial stages – from growing the cotton to creating the fabric.
Then there's an additional 1,441 litres for dyeing the yarn, 584 litres for washing the garment, and 110 litres used during the cutting, sewing, and printing phases. These recent statistics has thrown a spotlight on the enormous water footprint of fashion, revealing that a mind-boggling 35 trillion litres of water – enough to empty the River Thames fifteen times over – is needed to produce all the clothes hanging in UK wardrobes.
A study spanning eight European countries (including the UK, France, Germany, Portugal, Spain, the Netherlands, Italy, and Poland) found Brits were the least clued-up about this issue. Only a meagre 16% of UK participants admitted to considering the water footprint of their threads, marking the lowest awareness level among the nations surveyed.
Despite a quarter of UK respondents claiming they're "environmentally conscious," a hefty 72% expressed concern upon discovering the environmental toll of their attire. Nevertheless, nearly two-thirds reckon it's up to fashion brands or retailers to spearhead sustainable change in the industry.
This is precisely what sustainability-centric design agency PATTERNITY is striving to achieve, as they take on the challenge of reducing fashion's water footprint. The design firm collaborated with Epson to demonstrate how cutting-edge technology can help minimise water consumption.
Their joint effort, Water Silks, is a line of EcoVero silk scarves featuring designs inspired by iconic European rivers and canals. . The printing process for the scarves, which utilised Epson's Monna Lisa digital printer with pigment inks, reportedly resulted in a 97% reduction in water usage.
Launched ahead of the Autumn/Winter 2025 Fashion Weeks, the sustainable Water Silks collection aims to promote industry-wide change in water usage. Anna Murray, co-founder and creative director of PATTERNITY, shared her thoughts on the project: "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," Anna added. "These designs highlight the connection between urban life, natural resources, and fashion.". She emphasised that the collaboration with Epson proved that striking, expressive fashion can be produced while minimising environmental harm and conserving water.
Maria Eagling of Epson added: "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.".
