By  on July 15, 2014

Chip Bergh has answered back — without backing down — to anyone who believes he’s taken the slogan of the Levi brand’s new advertising campaign, “Live in Levi’s,” a bit too literally.

Bergh, president and chief executive officer of Levi Strauss & Co., raised more than a few eyebrows when he commented at Fortune’s Brainstorm Green Conference in mid-May that he was wearing a pair of Levi’s jeans that were a year old and “have yet to see a washing machine.”

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