Levi’s has always been an innovative brand. They have supported upcoming musicians, collaborated with talented artists and continued to reinvent jeans while sticking to their core values. With Levi’s CEO’s latest confession, you know that this brand isn’t just in it for the money. Levi’s genuinely cares!
At the recent Fortune’s Brainstorm Green Conference, Levi’s CEO Chip Bergh confessed that ‘he does not wash his jeans’. In order to be eco-friendly and save water, Levi’s introduced their stone washed jeans, smoothed with rocks but no water, back in 2011. Guess what? They practice what they preach.
Bergh openly stated that he hasn’t washed his jeans in over a year and he isn’t the only one. Fashion designer Tommy Hilfiger is also part of the same bandwagon along with journalist Anderson Cooper. In fact it is advised by some to put ones jeans in the freezer if they start to smell, instead of washing them.”These jeans are maybe a year old and these have yet to see a washing machine,” Bergh said of the pair he wore during a chat onstage at the conference. “I know that sounds totally disgusting.”He recommended spot cleaning jeans with a sponge or toothbrush and a bit of detergent, rather than using water. He added that less washing equals greater environmental sustainability.
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