“This is the future. This is the digital which world which everybody is talking about,” says Dhruv Agarwal, Kontoor’s VP of Sustainability, Innovation and Development.

Not only do the digitally printed jeans look cool, they save lots of water— upwards of 2,000 gallons of water used to dye and wash a conventional pair of jeans.

“If we are looking at the future, we want to go to almost zero liters of water in making of our jeans,” says Agarwal.