Levi CEO says don’t wash your jeans

2014-05-22 12:17

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Cape Town – Levi’s CEO believes that you should not wash your jeans, all in the effort to live an eco-friendly life.

Chip Bergh, CEO of Levi Strauss, argues that a Levi jean is the ultimate in sustainable apparel.

The comments were made at the Fortune's Brainstorm Green Conference.

Bergh, who has not washed his own jeans for a year, said his company is determined to create clothes that is sustainable and less harmful to the environment.

The ultimate goal is to create clothing that will last a long time and encourage people who wear the clothes to also live a sustainable life, according to Bergh.

The multi-million dollar company according to a report on the Huffington Post, has since 2011 been featuring denim jeans that have not been washed with water but rather been smoothed out with rocks or stones.

So what should you do if your jeans start to get a bit funky? Some environmentalists have argued that if your jeans start to smell the best thing to do is to place the trouser in the freezer.

Check out the video here.

Read more on:    us  |  water  |  conservation

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