Levi's and World Water Days

Levi Strauss & Co. took an unconventional approach to its celebration of World Water Day on Thursday, asking employees to wear the same pair of jeans without washing them for the entire work week. Dubbed the Go Water Less Challenge, after Levi’s water-saving initiative, employees are asked to upload photos of themselves and their jeans to Instagram and Flickr, with the three most stylish participants, as chosen by the company’s designers, receiving $1,000 grants to donate to the water organization of their choice. Levi’s chief executive officer Chip Bergh took the bait and consumers were invited to do the same, with photos uploaded to Instagram with the tag #gowaterless.