California in the US produces about 75 per cent of the premium jeans sold worldwide. But the state is in the middle of a long drought right now. And that’s a bit tricky for the state’s denim industry because getting that expensive, distressed vintage look is all about washing with water.

Some companies are now investing in waterless technologies as an alternate to washing and distressing denim with water. They are advising consumers to wash their jeans sparingly. Southern California produces 75 per cent of the high end denim in the US that’s sold around the world, making it the largest US fashion manufacturing hub.

The drought is having an impact on designs and manufacturing process of garments. Some companies are using ozone machines. These machines use ozone gas to get the stonewashed look without using water. The ozone machine can cut water use by as much as 50 per cent. Ozone machines are also used by denim brands to replace the bleach used to lighten denim.

So-called premium denim is used to make jeans costing anywhere upwards of 100 dollars sold by companies like 7 for All Mankind, True Religion and J. Brand. Repeated washing with stones, or bleaching and dyeing the denim, creates that ideal look.