USA - The curious new idea, as proposed by the guru of Levi's blue jeans is to wash them and freeze them. The idea comes from a new concept "Water Less", which encourages its cotton farmers, producers and consumers of jeans to conserve water. The cause? Global warming, of course. And what better way to not use water except what not to wash your jeans?
Levi Strauss jeans wash jeans rarely suggests that the theory being innovative enough to put them in the freezer to kill the germs that cause bad odor.
The story became a hit in the New York Times this week, who wrote: "It 'was introduced a brand that" stone-washed denim "jeans washed rubbing on the rock but no water. Are sewing labels on all its models that invite customers to wash less and use only cold water. "
The explanation is actually more of an economic and environmental. It is feared, in fact, that the lack of water caused by climate change could threaten the very existence of the company in the coming decades, making the cotton too expensive and scarce.