"Slow fashion" concept which is aiming to be small, simple and sustainable, is spreading rapidly all over the world. The slow fashion movement which started in 1989, over time it ceased from being a simple attempt and has become a slow, careful, accurate and enjoyable life principle. Many global brand, performs its brand positioning out of slow fashion which has become a trend.
Levi's recently joined this trend. Levi's CEO Chip Bergh, said in the Brainstorm Green Conference that, they will be a leader brand in the "slow fashion" movement. Berg mentioned that the purpose is to counter the fast fashion which eliminates the durability of the clothes also added that they want to end the disposable approach.
Conscious Consumers
Bergh said they have made some important works to minimize the environmental impact of a garment both in the process of life as well as the need to use, stated in his speech that as Levi's they want to put forward the conscious preferences in fashion. Bergh mentioning that in this context Levi's has made a collection named "Wellthread", also stated that all the products in this collection is produced using less energy and water and their recycling is much easier.
Bergh who also said in his speech that Levi's is an environmentally friendly fashion company, jeans produced by the company could be used for a much longer period of time without washing compared to its competitors' products. Bergh who mentioned that he has not washed his own jean for 1 year, is supported by many fashion designers. While fashion world renowned names such as Anderson Cooper and Tommy Hilfiger participates to "not washing" movement, some fashion consultants argue that it is the healthiest practice to wash jeans every six months.
