Skjermbilde 2014-05-22 kl. 15.16.10


CEO of Levi Strauss, Chip Bergh, resently talked about his laundry habits at Fortune’s Brainstorm Green Conference.

He hasn’t washed his own jeans in over a year. The company has been living up to this since 2011, encouraging consumers to wash less.

So how to keep the smell away? One way is to put the jeans in the freezer.

Watch this for more from Chip Bergh: