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Writing, As You Know It, is Changing Again
Dirty (jeans) is the new clean, smaller is the new big
Medium.com is changing again. Writer gossip says everything is upside down. Actions, as we know them, are about to change. Smaller is the new big. It means that those with staying power are about to get scrappy. Or become scrappier.
What do I mean by “scrappy”? Not disorganized or incomplete, as the definition would have you believe, but more this. Those who are scrappy have grit and staying power.
Great, but what does scrappy have to do with jeans? The point is about to become crystal clear.
Levi Strauss & Co. CEO Chip Bergh says dirty is the new clean. While referring to the jeans he was wearing, he said:
“These jeans are maybe a year old and these have yet to see a washing machine. I know it sounds disgusting … but I have yet to get a skin disease,” he said.
It would be a humorous statement, except it took to social media by storm and people took the comment like a challenge to see how long they could go without washing their jeans.
And others roughly calculated how many gallons of water they had saved by not washing their jeans. A competition ensued. And, likely, Levi and Strauss Company sold more jeans, but none of that was…
