Denim Against Drought

When you think of water conservation, Levi's may not automatically come to mind. But that may change with the jeans giant's Water>Less line, manufactured with 28 to 96 percent less of the stuff than before.

Annie Block, Mark McMenamin, and Meghan Edwards -- Interior Design, 6/1/2011 1:46:00 PM

When you think of water conservation, Levi's may not automatically come to mind. But that may change with the jeans giant's Water>Less line, manufactured with 28 to 96 percent less of the stuff than before. That saves 4 million gallons a year, furthering the Levi's mission of donating 52 million gallons of drinking water to countries in need.

Such innovation called for celebration, and Ian McChesney of McChesney Architects rose to the occasion with a sculpture that plays off the concept of fluidity. The Water>Less jeans he used took their shape from a PVC cone that was discarded after all 125 pairs were connected to one another via 1,000 copper rivets. At 10 feet tall and 30 feet wide, the result was suspended from an elliptical hoop strapped to ceiling beams at a Levi's boutique in London during the annual Regent Street Windows Project organized by the Royal Institute of British Architects.