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Levi's Jeans CEO Urges People Not to Wash their Jeans

The CEO of Levi's Jeans has urged people not to wash their jeans. This may sound like unusual advice but it is backed by solid experience.

May 26 2014, 4:42am CDT | by

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Levi’s Jeans CEO Urges People Not to Wash their Jeans
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Levi's Jeans CEO Urges People Not to Wash their Jeans

Chip Bergh, the CEO of Levi's Jeans, is saying something that sounds oddball and eccentric yet it might just work. He is telling all the 501 wearers not to wash their denim at all. 

As an example he told reporters that the pair of jeans he was wearing had not been washed in a year. And although this sounded like a filthy habit, in a strange sort of way it made sense. 

"These jeans are maybe a year old and these have yet to see a washing machine," Levi Strauss CEO Chip Bergh said of the pair he wore during an onstage chat at Fortune's Brainstorm Green conference in Laguna Niguel, California. "I know that sounds totally disgusting."

Instead of washing jeans in a washing machine, the CEO recommends that you clean them with a toothbrush and sponge along with a bit of detergent. The next step was to air dry them. 

This was the method by means of which those pair of jeans could last almost forever. The more you machine wash the jeans, the worse it was for the environment. 

"If you treat them right, they'll last a long, long time -- probably longer than most people's waistline," said denim honcho.

This is not anything new. Tommy Hilfiger has been reported to have said the same thing. Hilfiger was asked if it's okay not to wash your jeans all the time. Tommy said, "he NEVER washes his. Ever." You should watch the TMZ video to hear his justification.

Among the long list of style tips that wearers of jeans get are: spot cleaning them, never washing them and freezing them in order to kill the germs. It all ultimately depends on your choices and the level of cleanliness you prefer. 

Jolie Kerr, who writes a column called "Ask a Clean Person," told CNN, "Consider how you're wearing your jeans and make laundering decisions accordingly."

The time you spend wearing those Levi’s matters in the long run. If you merely wear your jeans to parties and boogie-woogie in them than it is okay as far as hygiene is concerned. 

But if you were to do heavy farm work in them, different criteria and parameters will apply. Jeans have been around for awhile. They were originally worn by farmhands and the tough cloth was not a fashion statement but a very necessary form of apparel for tough physical work. 

Nowadays though it has been de-contextualized and is often worn by models and fashion-conscious people everywhere around the world. 


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<a href="/latest_stories/all/all/20" rel="author">Sumayah Aamir</a>
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