Levi’s CEO, Chip Bergh wants you to stop washing your jeans!
Speaking at Fortune Brainstorm Green conference in Laguna Niguel, Calif., on Tuesday, the Levi Strauss CEO said that while roughly half the water usage happens during jeans production, the other half is consumed at home via consumer care. Bergh also billed the denim giant as the “ultimate in slow fashion.” “We have a pair of jeans in our archives that are 135 years old, so we are the ultimate in sustainable apparel,” he said. “We build our products to last; if you treat them right, they will last a long, long time—probably longer than most people’s waistlines.” Bergh also mentioned that Levi’s is the number one seller at secondhand clothing stores, making them the ultimate “hand-me-down” denim brand.
[youtube_sc url=”http://youtu.be/KjXhe2qVKgE” title=”levis%20CEO%20chip%20bergh”]He also spoke about the “Wellthread” initiative, which is currently being test-driven by Dockers, a subsidiary of Levi’s. “The concept is to try to develop a line of product that is sustainable in every single facet of the word,” Bergh said. “Not just environmentally sustainable but socially sustainable and economically sustainable.”
So if you want to know what you can do in terms of having a more sustainable wardrobe, wash your denims less regularly, if at all. “These jeans have yet to see a washing machine,” Bergh said, indicating the year-old pair he was wearing onstage. “I have yet to get a skin disease.”
via Ecouterre
