Speed Reads

Freezing is the new clean

Levi's CEO: Don't wash your jeans


Today, Levi's classic 501 jeans turn 104, and in celebration, the company is sharing some bold fashion advice. In an interview with Fortune Magazine, Levi's CEO Chip Bergh advised consumers to avoid the washing machine if they want to keep their denim looking sharp. Plus, Bergh added, it's a good way to protect the environment.

So how do you get rid of that smell? Reps for Levi's recently told Elle magazine that throwing your jeans in the freezer should do the trick! Freezing kills bacteria overnight, and as Bergh assured skeptics, he "has yet to get a skin disease or anything else." I'm all for getting a few wears out of my jeans and saving water, but this trend is starting to sound like Sheryl Crow's plan to beat climate change.