Levi's CEO admits to 'not washing his jeans' in over a decade

The CEO of Levi's Strauss revealed a dirty secret to make denims last longer. After the denim giant celebrated its recent IPO after 3 decades, Chip Bergh gave out a secret to maintain your denims: no washing machine, he says! The CEO urges customers to stick to hand-washing denims and to reduce the number of wash cycles to 1 wash per 10 wearings, as opposed to the average of 1 wash per 2 wearings. It's a formula that might seem ridiculous, but is certainly friendlier to the environment.