Here’s one of the more interesting quasi-unconsumption branding tactics I’ve encountered: Levi’s CEO Chip Bergh has been talking up the benefits of not washing your jeans:
In a post on LinkedIn called “The Dirty Jeans Manifesto,” Bergh explains both the environmental and durability benefits of never washing your jeans.
"We learned that an average pair of jeans consumes roughly 3,500 liters of water – and that is after only two years of use, washing the jeans once a week," Bergh writes. "Nearly half of the total water consumption, or 1,600 liters, is the consumer throwing the jeans in the washing machine. That’s equivalent to 6,700 glasses of drinking water!"
He adds that not washing them also helps them to last longer.