When people talk about water in the denim industry, the conversation usually focuses on factories: recycling systems, laser finishing, or reduced wash processes. But the most fundamental water story in denim begins much earlier: underground.
In a recent Jeansland Podcast, the discussion turned to the groundwater systems that make cotton farming possible, particularly the Ogallala Aquifer, one of the largest aquifers in the United States and the water source supporting much of Texas cotton production.
The conversation highlighted a reality that rarely enters sustainability discussions: cotton farmers in the Texas High Plains are working with a finite water resource that continues to decline. Over the past decade alone, the water table in parts of the region has dropped several feet. Yet the response from farmers hasn’t been resignation; it has been innovation.
Doing More With Less Water
Over the last few decades, growers have dramatically improved how efficiently water is used. Advances in irrigation technology, soil monitoring, satellite imagery and plant temperature sensing now allow farmers to make precise decisions about when and how much water to apply.
The results are striking: in the 1980s, farmers typically produced about 50 pounds of cotton per inch of water. Today, that number can exceed 100 pounds per inch in many cases. That shift reflects a broader transformation in agricultural management — combining data, soil health practices, and improved crop genetics.
Soil Health Is Water Management
One of the most important lessons from the conversation is that soil health and water efficiency are inseparable.
Practices often associated with regenerative agriculture such as crop rotation, reduced tillage, and livestock integration, can dramatically improve soil structure and water retention. Healthier soils capture rainfall more effectively and store moisture for longer periods, reducing the need for irrigation.
For farmers in semi-arid regions, this can make the difference between a viable crop and a failed one.
Cotton Isn’t the Water Villain
Cotton often receives criticism for being a “thirsty crop,” but the reality is more nuanced. Compared to crops such as almonds, rice, or alfalfa, cotton is actually relatively water efficient. In regions like the Texas High Plains, it remains one of the few crops that can be grown successfully with limited rainfall.
This doesn’t mean water isn’t a serious issue – it is. But understanding the regional context of agriculture is essential when evaluating environmental impact.
A Growing Competition for Water
Another emerging challenge is that agriculture is no longer the only major user of water in these regions. Expanding industries, particularly data centers powering artificial intelligence, are expected to consume large volumes of water for cooling systems.
In some parts of Texas, clusters of new data centers are planned directly above the same aquifer systems used for farming. Unlike agriculture, which uses water seasonally, these facilities may require water year-round, adding new pressure to already stressed groundwater supplies.
Why Research Matters
The biggest takeaway from the discussion is that knowledge and research are critical to managing water resources. Farmers, researchers, and industry groups are working together to test technologies, share data, and identify the practices that deliver both environmental and economic benefits.
For brands and retailers focused on sustainability, supporting this kind of research may be one of the most direct ways to influence the environmental footprint of cotton production.
Because the future of cotton, and perhaps agriculture more broadly, may depend on a simple challenge: how to keep producing more with less water.
Listen to the full conversation (Part 1 and Part 2) on the Jeansland Podcast for a deeper look at groundwater, cotton farming, and the future of water management in agriculture.
