Levi's CEO: Stop Washing Your Jeans, Save the World

Great day for laundry haters; bad day for germophobes

The CEO of Levi Strauss & Co., Chip Bergh, discussed fashion and sustainability at Fortune's Brainstorm Green conference on Tuesday, claiming that jeans do not need to be washed; the pair he donned during the conference, he said, had "yet to see a washing machine" in the past year

And who are we to doubt the messiah of boot cut? After all, Tuesday marks the 141st birthday of Levi's 501 jeans

"We are the ultimate in sustainable apparel," Bergh said. "If you buy [our jeans] they will last a lot longer than most people's waistlines will." Read more...