To fight the global water crisis, Levi's CEO hasn't washed his jeans in a year and suggests you should do the same.
Bergh, speaking at Fortune's Brainstorm Green conference, where business leaders discuss ways to be more sustainable, said skipping the washing machine preserves your jeans and the environment.
"We are the ultimate in sustainable apparel," Bergh said. "If you buy [our jeans] they will last a lot longer than most people's waistlines will."
Bergh also discussed Levi's line of jeans that takes less water and energy to produce. The company says it has made more than 13 million WaterLess products and saved more than 45 million gallons of water.
So how do you keep your jeans from smelling after several wearings? Put them in the freezer instead of the washing machine, Levi's suggests.