Levi Strauss CEO: Stop washing your jeans

tech.fortune.cnn.com Published: May 21, 2014

Talk about fashion with a long lead time: May 20, marks the 141st birthday of the Levi's 501 jean, says CNN Money.

As CEO Chip Bergh remarked at Fortune's Brainstorm Green conference in Laguna Niguel, Calif., "We are the ultimate in sustainable apparel. If you buy [our jeans] they will last a lot longer than most people's waistlines will." Levi's are also, Bergh said, the No. 1 brand in secondhand apparel stores.

And if you want to do your part for sustainability, Bergh has another idea: Stop washing your jeans.

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