CAN’T MISS | Levi’s CEO: Don’t wash your blue jeans

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(May 21, 2014) – You don’t need to wash your blue jeans, according to Levi’s CEO.

Chip Bergh spoke at Fortune’s Brainstorm Green Conference, a gathering where business leaders explore sustainable strategies.

While discussing Levi’s efforts to conserve water, Bergh said he’s worn his jeans for about a year without washing them.

“Actually, these are one of my favorite jeans. These jeans are maybe a year old and these have yet to see the washing machine. I know that sounds totally disgusting,” Bergh said. “Believe me, it can be done. You can spot clean it. You can air dry it. And it’s fine…I have yet to get a skin disease or anything else. It works.”

He said you shouldn’t wash your blue jeans “very often” and recommended using a sponge or toothbrush to clean them. He said keeping the jeans out of the washing machine makes sure they’ll stay in mint condition and helps the environment.

“If you talk to real denim aficionados, they tell you to not wash your blue jeans,” Bergh said.

Find his comments about 9:40 into this YouTube video:

Levi’s made headlines last year when Vice President of Women’s Design Jill Guenza told Elle Magazine that people could put blue jeans in their freezer to keep them from smelling.

Source: Business Insider

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