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Quick — when’s the last time you washed your favorite pair of jeans? For many hardcore denim aficionados, the answer will be a swift and unequivocal “not even once.” While you don’t have to be as steadfastly devoted as others to keeping your denim raw, Levi Strauss & Company is still urging that both employees and consumers commemorate World Water Day (which arrives on Thursday, March 22) by simply not washing their jeans this week.
The promotion is part of Levi’s own Go WaterLess challenge, a company initiative to reduce the use of water when making their products. Most notably, their Water<Less™ line of jeans, which are made specifically to never see the inside of a washing machine. They even come with a non-removable tag that will “noticeably expand” if hydrated, as reported by Treehugger. At the end of this week, Levi’s will select the three most “stylish” employees, and donate $1000 to the water charity of their choice. For consumers, Levi’s is encouraging that they post pictures to Instragram showing them wearing the same pair of jeans each day.