Via ecouterre.com: “Chip Bergh wants you to stop washing your jeans. Speaking at Fortune Brainstorm Green conference in Laguna Niguel, Calif., on Tuesday, the Levi Strauss CEO said that while roughly half the water usage happens during jeans production, the other half is consumed at home. Bergh also billed the denim giant as the “ultimate in slow fashion.” “We have a pair of jeans in our archives that are 135 years old, so we are the ultimate in sustainable apparel,” he said. “We build our products to last; if you treat them right, they will last a long, long time—probably longer than most people’s waistlines.”
Levi’s also happens to most sought-after brand in secondhand stores like Goodwill, making it the “No. 1 in hand-me-downs,” Bergh added.
He also spoke about the “Wellthread” initiative, which is currently being test-driven by Dockers, a subsidiary of Levi’s. “The concept is to try to develop a line of product that is sustainable in every single facet of the word,” Bergh said. “Not just environmentally sustainable but socially sustainable and economically sustainable.””
This text has been reblogged from ecouterre.com. Read the full story and see the video here.
Tags: Brainstorm Green conference, Chip Bergh, Ecouterre, Levi Strauss CEO, Stop Washing Your Jeans