Chip Bergh, the CEO of Levis Strauss is making a fashion suggestion that probably won’t sit well with germaphobes. Seemingly, a major mantra at the company is to avoid washing your jeans. During a press conference focusing on the environment, Bergh went on to describe jeans as the ultimate in sustainable apparel. He is encouraging a “no wash” movement or at the very least encouraging customers to wash their jeans less in an effort to help the environment. Other efforts to encourage denim environmentalist include putting jeans in the freezer after wearing them to freeze off bacteria and germs. Bergh went on to support his statements by saying jeans are a lot more comfortable and fit better with less laundering.