Levi's: stop washing jeans so often

Levi's, the US-based clothing company, takes green activism an inch too seriously.

The company's CEO, Chip Bergh, said, during a green-themed conference, that if you are washing your jeans more often than once a year, then you're doing it wrong.

Furthermore, to ensure everyone that he is hiw own example, Bergh pointed to the jeans he was wearing, proudly saying that: 'These jeans have yet to see a washing machine,' adding that he owned the pair for the better half of a year.

Levi's is a company very much concerned about water consumption. They are even about to unveil a new line dubbed 'Waterless' which uses as little water as possible on the production end.

In order to calm the spirits worried about skin-disease, researchers at the University of Alberta declared one 15-month old pair of jeans that had never seen water healthy to wear.