DenimHunt

image courtesy of Levi's Strauss Unzipped

Levi's CEO Chip Bergh has caused quite a stir this week hasn't he? Just the very idea of not laundering a pair of jeans has spawned articles from The Huffington Post to CNN. Granted Mr Bergh claimed to have not washed the very jeans he wore for a year while speaking at Fortune's Brainstorm Green Conference. That would make anyone do a double-take, especially when coming from a CEO, but clickbait headlines aside that's not exactly what he said.

The care technique that Mr. Bergh has now made mainstream is something those of us who live in our jeans have been doing forever. When friends or readers ask me how to make their