Apparently, part of the Levi's mantra includes not washing your jeans.
The conference, which challenges those highest on the corporate ladder to "take the corporate sustainability movement to the next level," was the perfect place for Bergh to showcase his company's fashionable take on living an eco-friendly lifestyle: "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."
Berg is making good on his advice, as he hasn't washed his own jeans in over a year. While his statement is making waves, in reality, the company has been living up to such practices since 2011. According to the New York Times, Levi's began "featuring stone-washed denim smoothed with rocks but no water" in 2011 while also encouraging consumers to wash less.
In a more radical call to action, denim environmentalists also suggested putting jeans in the freezer if they started to smell. Anderson Cooper and Tommy Hilfiger are other interesting figures spotlighted in the "no wash" movement, although stylist and fashion consultant Stacy London has argued that a few washes per six months is probably healthiest.
While we're all about being eco-friendly and saving the planet, what else are we supposed to do when our jeans get too loose to wear? We'll just have to let you know when we take on this jean sustainability challenge ourselves!
Clear out the ice cream, make way for the jeans!
CORRECTION: An earlier version of this post misspelled designer Tommy Hilfiger's name.