A lot of fashion experts have one dirty secret – they have never, ever washed their jeans. Levi’s CEO and President Chip Bergh is one among them. Machine-washing a good pair of jeans can actually cause damage to the material. Mr Bergh explained that he “spot cleans” any stains with a toothbrush.
Most clothes come with simple washing instructions, which I’d hazard most men interpret as “pick quickest setting, use same for everything, hope for best”. Raw denim is best given a good six months before washing. The longer you can leave it, the better your jeans will look.
Speaking to Fortune in a video he said: “The point I was trying to make… it was a wake-up call to consumers that we go into autopilot and after we’re finished wearing something, we just automatically toss it into the laundry.
A good pair of denim doesn’t really need to be washed in the washing machine except for very infrequently or rarely. His argument is based on the fact that washing a good pair of Levis actually causes damage to the material, and is a waste of water.
Watch The Video Here:
As Chip explains that washing denim often actually causes more harm than good to the cloth. If they do get dirty just clean the dirty spot and if they are a mess then do it the old-fashioned way Levi’s CEO does: Wash them with your hands and hang them to dry.
Hiut Denim’s website says: “Raw denim is best given a good six months before washing. The longer you can leave it, the better your jeans will look
Vogue’s Denim Editor Kelly Connor says, ‘I basically don’t wash my jeans. If it’s vintage Levi’s and raw denim, I never wash them. And I haven’t gotten to the gross point—or maybe I have and I’m just not that clean in general.’
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