20 Mar '12, 5pm

Dirty, Unwashed Jeans Encouraged, Says Levis to Employees

Dirty, Unwashed Jeans Encouraged, Says Levis to Employees

© Levi Strauss & Co. Go WaterLess Challenge Levi Strauss & Co. is giving a shout-out to World Water Day by imploring its employees to stop washing their jeans. Levi's workers around the world have been encouraged to join the Go WaterLess challenge and wear the same pair of unwashed pants for the week of March 19-23, 2012. Clad with a non-removable sponge tag that will noticeably expand if hydrated, the denim-donning challengees are uploading pictures to Instagram and Flickr daily. The three “most stylish” employees will receive a $1,000 grant for the water organization of their choice. The company is also asking consumers to hop on the pants-wagon by taking a picture of themselves wearing the same pair of jeans each day and uploading it to Instagram (#gowaterless). Veteran denim wearers know that unwashed jeans are the best--and frankly, who washes their jeans every day? (...

Full article: http://www.treehugger.com/sustainable-fashion/dirty-unwas...

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