Levi’s CEO Says Don’t Wash Your Jeans

As gross as it may sound, the CEO of Levi Strauss – aka the jean expert of experts – says you shouldn't wash your favorite pair of denim.

“We try to educate the consumer…If you talk to real denim aficionados, they’ll tell you don’t wash your blue jeans, just take a sponge or toothbrush,” said Levi’s CEO Chip Bergh at Fortune’s Brainstorm Green conference.

Bergh said, “I know it sounds totally disgusting. I know it does, but believe me, it can be done.”

During the interview Bergh showed off his own jeans, which he said were one of his favorites and had never been washed. He has owned them for nearly a year.

Bergh says he has yet to get a skin disease or anything else.

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