Calvin Klein and Tommy Hilfiger focus on water conservation with WWF

The company, whose fashion brands include Tommy Hilfiger and Calvin Klein, will work with the conservation organization over the next three years, focusing on supporting water stewardship efforts in key sourcing communities for its apparel businesses.

"Water is used at every stage of our product lifecycle," said Melanie Steiner, Chief Risk Officer, PVH, in a statement. "As one of the largest global apparel companies, we recognize the opportunity and our responsibility to take a lead role in addressing this pressing global issue."

The two organizations will tackle conserving freshwater resources in Ethiopia's Lake Hawassa and India's Cauvery River basins, identifying water risks and attempting to develop water conservation activities within the communities. PVH's Heritage Brands business will lead the project in Hawassa, while Calvin Klein will work alongside local partners in Cauvery, with the aim of reducing water-stress on the local environment. Tommy Hilfiger, which first began working with WWF in 2015, will continue to develop its existing conservation efforts in the Taihu River, China and Mekong River basin in Vietnam.

PVH is not the only major fashion company investing in water sustainability initiatives. Gap Inc., which owns the brands Old Navy, Gap, Banana Republic and Athleta, recently pledged to save 10 billion liters of water by the end of 2020, while Stockholm-based label Gant launched a new line of shirts made using upcycled plastic salvaged from the ocean by fishermen in the Mediterranean earlier this month.

Photo: © ANGELA WEISS / AFP