Yes, you heard it right: Levi's CEO Chip Bergh told a Forbes Magazine conference that you never need to wash your jeans—ever: “These are one of my favorite jeans. These jeans are maybe a year old and these have yet to see a washing machine. I know that sounds totally disgusting. I know it does. But believe me, you can spot clean it, you can air dry it and it is fine. I have yet to get a skin disease or anything else. It works.” Bergh is promoting a "slow fashion" alternative that's more environmentally friendly than throwaway looks by cheap discount stores, and he says your jeans should outlast your waistline—if anyone should know, it's the CEO of Levi's, the 141-year old denim company that basically mean jeans an American icon. Give it a shot? Just don't blame us if people start avoiding you on the subway. Watch Bergh talk about dirty denim above.
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