The fashion industry remains one of the most water-intensive sectors, with a single pair of jeans requiring around 9,000 litres of water across cotton cultivation, dyeing and finishing.

As water scarcity accelerates under climate change, Drip by Drip, a non-profit organisation, has announced that it has brought in the marketing, PR and communications agency Eco Age to accelerate the next phase of its work.

Founded in 2018, Drip by Drip works at the intersection of water, textiles and social impact. Through industry education, community water projects and grassroots engagement, the organisation addresses the man-made water crisis created by textile production, focusing on practical solutions that improve health, resilience and livelihoods in textile-producing regions. Working to improve access to water and strengthen climate resilience through collaboration with brands, factories, and local organisations to co-create tailored water solutions along supply chains, these interventions generate verifiable data and tangible outcomes supporting sustainability reporting and HREDD practices.

Since its founding 114 community water projects across Bangladesh, Pakistan, India and Ethiopia have been initiated. Water justice has direct and measurable consequences for communities in these regions, where fashion supply chains place sustained pressure on local water systems. By strengthening how this work is communicated and shared, the collaboration aims to mobilise broader industry engagement around existing solutions rather than abstract commitments. By combining environmental industry education with hands-on infrastructure, drip by drip addresses water not only as a resource, but as a shared responsibility embedded in social, ecological and economic systems. Its work demonstrates how low-tech, place-based solutions can deliver long-term impact for communities facing the growing realities of water stress.

“Our ambition is clear: to reach one million people with access to clean water,” said executive director Amira Jehia. “To do that, the work needs to travel further. Eco Age understands how to bring deep issues into the mainstream fashion conversation without losing integrity or impact.”

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