By Ollie Sungkar Originally published on medium.com
Timeless wisdom from the leader of the world’s first denim brand ever.
I was an editor at The Jakarta Post, Indonesia’s leading English daily, when I had the opportunity to conduct an exclusive one-on-one interview with Chip Bergh, the president and CEO of Levi Strauss & Co. Bergh was in Jakarta as part of the world’s roadshow to celebrate the company’s 142nd anniversary of the 501 jeans in April 2015.
My exclusive interview with Bergh remains a lasting influence. His insights extend beyond denim care to encompass sustainability, inspiring a commitment to ‘slow fashion.’ Levi’s dedication to sustainable practices, such as the ‘Wellthread’ initiative, has been particularly impactful. Bergh’s leadership lessons in team building, operational efficiency, and fostering innovation have shaped my professional journey.
His foresight into digital engagement for lasting connections, especially with the younger generation, has become a guiding principle in an era dominated by online interactions. The enduring impact of Bergh’s wisdom on slow fashion, sustainability, effective leadership, and digital engagement persists, transcending the confines of the interview conducted nine years ago. These principles continue to shape both the denim industry and my approach to journalism and entrepreneurship, emphasizing the timeless influence of a visionary leader and the enduring values of an iconic brand.
Chip Bergh, the president and CEO of Levi Strauss & Co. Photo courtesy of levistrauss.com
The following is the original article of my interview with Bergh, which was published in JPlus (the Sunday tabloid of The Jakarta Post daily) on April 19, 2015, and I reposted it here at www.thewriterpreneur.com.
BUILT TO LAST
By Aulia R. Sungkar (Ollie)
Levi’s brand whiz Chip Bergh is bringing the blue jeans pioneer back to its glory with sustainability, innovation and social media approaches.
Chip Bergh after the interview session in Jakarta in April 2015
How to take proper care of a pair of denims has been a subject of debate for decades; some say hand washing is the best method while many others throw their jeans in the washing machine.
Regardless of the choice of the method, Charles “Chip” Bergh challenges the mindset of having to wash jeans after a few times wearing them.
“Don’t wash your jeans very often. I wash mine twice or three times a year,” he declares.
While some might get freaked out with his provocative statement, denim aficionados believe in never washing jeans.
“The less often you wash your jeans, the longer they last. At the same time, you also conserve water. It’s slow fashion with sustainable practice,” says the president and CEO of Levi Strauss & Co.
Coining the phrase “slow fashion”, Bergh, 57, translates sustainability as the quality and durability of a product.
“We are not those fast fashion brands that you dispose of the clothes after wearing them a few of times. Our denims, if you treat them right, will last for a long time, probably longer than people’s life span,” he says with a chuckle.
Levi Strauss founded his eponymous company in 1853 and patented the blue jeans with the launch of Levi’s 501model in 1873.
The company is celebrating its 142nd birthday of the 501 jeans. Our products are truly built to last. We even have 136-year-old pair of jeans in our archive,” says the New Yorker at his recent visit to Jakarta.
Currently, the company carries four brands — Levi’s, Dockers, Signature and Denizen. Of these four brands, Levi’s captures higher market share compared to the other three altogether. The jeans can now be found in over 2,800 stores in 110 countries.
In the celebration of Levi’s anniversary, Bergh talks about the company’s new sustainability initiative. It’s “Wellthread”, a line of product manufactured using fabrics that require less water.
“Much water is consumed to get the jeans washed. So we have created ‘A Care Tag for Our Planet’ designed to promote donating to goodwill. This initiative is what also encourages consumers to take a good care of their Levi’s jeans by washing them less often,” he says.
Chip Bergh and I after the interview session. (ARS, – to be duscuissed with me, Anna, Taufik,serta Benga
