Levi's CEO Explains Why Washing Jeans Is Bad For The Environment [VIDEO]
May 22, 2014 18:50
This might sound disgusting, but Levi Strauss CEO Chip Bergh claims he hasn't washed his own jeans in over a year.
This all has to do with the "No Wash" movement, which is backed up by celebrities like Anderson Cooper and Tommy Hilfger. The company's fashionable take on living an eco-friendly lifestyle began back in 2011, when Levi's began "featuring stone-washed denim smoothed with rocks but no water", while also encouraging consumers to wash less and putting jeans in the freezer if they started to smell.
"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." Here's a clip of him explaining more about the movement at Fortune's Brainstorm Green Conference:
Of course, not everyone thinks this is such a good idea. Stylist and fashion consultant Stacy London argued that a few washes per six months is probably healthiest. What do you think? Let us know in the comments below.
This all has to do with the "No Wash" movement, which is backed up by celebrities like Anderson Cooper and Tommy Hilfger. The company's fashionable take on living an eco-friendly lifestyle began back in 2011, when Levi's began "featuring stone-washed denim smoothed with rocks but no water", while also encouraging consumers to wash less and putting jeans in the freezer if they started to smell.
"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." Here's a clip of him explaining more about the movement at Fortune's Brainstorm Green Conference:
Of course, not everyone thinks this is such a good idea. Stylist and fashion consultant Stacy London argued that a few washes per six months is probably healthiest. What do you think? Let us know in the comments below.
