Last night Levi’s held a private press event at their workshop to showcase their latest collection the Levi’s Water Less Jeans. In an effort to promote water conservation, Levi’s has decided to go a different route with their denim finishing process.

This new way of finishing jeans, joins Levi’s other sustainability initiatives, which have included “Donate to Goodwill” tags, an air-dryer design competition, and their taking a stand against purchasing sandblasted jeans.

Attendees were able to print their own shirts, chat with Levi’s Director of Brand Concepts Carl Chiara, and enjoy rosemary infused Vodka Apple Ciders… YES. Delicious.

Read more about the Levi’s Water<Less campaign HERE.