LAGUNA NIGUEL, Calif., May 22 (UPI) —
During a recent talk at Fortune’s Brainstorm Green conference, Levi Strauss CEO Chip Bergh recommended that customers stop washing their jeans in order to conserve water.
At the time, Bergh was wearing a pair of dark blue jeans that hadn’t been washed in at least a year but looked none the worse for wear.
Levi’s CEO says to never wash your jeans. Good thing I was already on that roadÃ¢ € ” Jennifer Ullman (@jennifer_ullman) May 21, 2014
Instead of putting jeans in the washing machine, Bergh recommended “spot cleaning” with a “sponge or toothbrush” or freezing them to kill bacteria.
He also mentioned that “real denim aficionados” claim that blue jeans should never be washed at all.
Bergh probably knows a thing or two about sustainability, as he was delivering his remarks on May 20, the 141st birthday of Levi’s 501 jeans. “We are the ultimate in sustainable apparel,” Bergh said. “If you buy [our jeans] they will last a lot longer than most people’s waistlines will.”
The CEO of Levi”s is right. I may not never wash my jeans. Yet, once I do those jeans become work jeans. My dress jean I try 2 never wash!Ã¢ € ” Alonzo Washington (@kccrimefighter) May 21, 2014