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Here's a bold new take on sustainability: Quit washing your jeans for a year. Chip Bergh, the CEO of Levi Strauss, endorsed the practice yesterday at a sustainability conference in California. During his talk, Bergh positioned Levi's as an answer to today's fast fashion market. "We are the ultimate in sustainable apparel. If you buy [our jeans] they will last a lot longer than most people's waistlines will." He then cited that Levi's are a top brand in secondhand apparel stores.
He could have stopped there. But instead, in the ultimate show of sustainability that no one was asking for, Bergh pointed towards his own year-old jeans and stated, "These jeans have yet to see a washing machine. [...] I have yet to get a skin disease." Because that's what we all were worried about.