Jeans need not be washed, the chief executive officer of Levi Strauss & Co Chip Bergh has claimed.
Speaking at Fortune's Brainstorm Green conference on Tuesday, the Levi's CEO said the pair he was wearing was not “washed in the past year.”
He was speaking on the 141st anniversary of Levi's 501 jeans.
“We are the ultimate sustainable apparel,” Bergh said. “If you buy (our jeans) they will last a lot longer than most people's waistlines will.”
Levi's is said to be producing a line of denim called “Waterless,” which uses significantly less water in the production process – what can be apparently continued by skipping rinse cycle after purchase.
The report said it takes about 2,500 gallons of water are used per pair of jeans.