Levi CEO Chip Bergh was at the Fortune’s Brainstorm Green conference and stated that he was wearing a pair of jeans that were never washed, “These jeans are maybe a year old and these have yet to see a washing machine.”
Yes, he is saying do not wash your jeans, “You can spot clean it, you can air dry it, it’s fine. I’ve yet to get a skin disease or anything else.”
The story on Denver Channel, also suggest freezing jeans ones a month to kill bacteria. Watch the video with Bergh below.