The CEO of Levi Strauss & Co.’s, Charles Bergh, admitted to not washing his jeans for more than a year! This certainly created a stir. Many people have been asking this question for years: How often does one wash an expensive pair of jeans? The CEO when talking about this was making a point concerning sustainability, do we really need to wash our clothes after we have worn them once or twice! This is certainly a culture that has developed in the western world over the years.
This CEO believes that it is important to always choose the harder right over the easier wrong. He is inspired daily to add value to a better future for everyone. We certainly need more leaders like him.
Some interesting FACTS
In 2007 an assessment was done on the life cycle of a pair of jeans. Washing, wearing, etc…The results revealed that there was a chance to conserve water. Washing a pair of jeans daily, over 2 years uses 3500 litres of water! Washing them once a week uses half that amount of water. Water being a precious resource on our earth.
In 2011, Levi introduced a production Jean that was called Water-Less. They have saved 770 million litres of water – this is more water than New Yorkers consume in a month. Still this only impacts 4% of water in their direct control, so they went to look at the second largest water consumer, the growing of Cotton. Which consumes about 48% of the water a pair of jeans will consume? The solution was the Better Cotton Initiative (BCI). This project has some amazing partners and is working to promote sustainable cotton farming with less water.
Lastly, we know more than 46% of water is used in the Jeans life cycle by washing machines. Our care tag on our Jeans asks for people to wash less often and make a difference to the planet. Imagine the impact we could make if we merely washed our Jeans less regularly. Our planet would benefit and our Jeans would last longer. Amazing find!!!
Have you thought about how you can help with our sustainability issue in saving our planet?