Levi's CEO's Message About Not Washing Your Jeans Comes at a Good Time

levi'sSpeaking at Fortune‘s Brainstorm Green conference yesterday, Levi’s CEO Chip Bergh, wearing a pair of jeans (naturally) admitted that they hadn’t been washed in a year of wears.

“We are the ultimate in sustainable apparel,” he said. He also talked up a new line of Levi’s , Wellthread, that can easily be recycled and uses less energy and water to create. (They’re available in Europe and online in the US.) And there’s a line of jeans called Waterless that use less water to get a “wash” when they’re produced.

These

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