Speaking at Fortune‘s Brainstorm Green conference yesterday, Levi’s CEO Chip Bergh, wearing a pair of jeans (naturally) admitted that they hadn’t been washed in a year of wears.
“We are the ultimate in sustainable apparel,” he said. He also talked up a new line of Levi’s , Wellthread, that can easily be recycled and uses less energy and water to create. (They’re available in Europe and online in the US.) And there’s a line of jeans called Waterless that use less water to get a “wash” when they’re produced.
These comments come at a good time. Climate change is in the news daily. Despite the number of people out there still denying the very clear science that says, yes, this is a fact and it’s happening, addressing the issue in some way is smart. People ready to act on the global warming crisis will be happy for the opportunity to purchase products that do something to help. A sustainable message right now is a very relevant one; it’s good for business, good for the brand, and, hopefully, good for the Earth.