Levi's CEO, Charles Bergh, surprised many when he suggested that customers should never wash their jeans.
This unconventional advice has led to a debate about the proper care of denim and how to maintain its quality.
Levi's CEO has cautioned customers against washing their jeans
Bergh, who is at the helm of the popular jeans brand, firmly believes that jeans should never be put in a washing machine.
During a recent interview with CNBC, Bergh clarified his stance, emphasizing that he did not mean to discourage the act of washing jeans altogether.
Instead, he pointed out that true denim enthusiasts, often referred to as "denim heads," are well aware of the adverse effects that washing machines can have on the quality of denim.
Bergh explained, "I never said don't wash your jeans. True denim heads, people who genuinely love their denim, will tell you to never put your denim into a washing machine. That's what I personally do."
According to him, if there are any stains or spills on his jeans, he prefers spot-cleaning them. In case they become excessively dirty, he opts for washing them in the shower.
Remarkably, this is not the first time Bergh has made headlines with his unconventional approach to denim care.
A decade ago, he revealed that his favorite pair of jeans had never been subjected to a washing machine throughout the entire duration of his ownership.
The CEO of Levi's, Charles Bergh, and celebrity stylist Ranya Batal both agree that jeans should not be washed in machines.
Batal suggests freezing jeans in a sealed bag for two days to make them fresh and look better.
Some people may worry about hygiene and stains on unwashed jeans, but Kelly Love, the CEO of Branch Basics, a non-toxic cleaning brand, says there are alternatives.
Love suggests letting jeans get fresh air and sunlight, which can remove odors and kill bacteria.
The CEO's unusual suggestion has caused discussions among denim lovers and fashion enthusiasts.
Some support the idea of maintaining the genuineness and quality of their jeans by avoiding washing machines, while others have doubts about the cleanliness and upkeep of unwashed denim.
There’s a movie quote by Michael cera character; can’t remember the movie, but he’s says something along the lines of "I never wash my jeans, I like to leave the night on them," one user said.
When I was 16 I saved up all my money to buy some Levi twisty jeans and matching jacket. I wore them once and my mum washed them. They were destroyed with crease marks all over them. Was devastated, the second user shared.
Only way to break in jeans is to wear them in a river or creek and keep wearing till they dry. Perfect fit after that, the third user said.
Does that CEO have any idea just how often these jeans get worn & what amount of ‘funk’ ends up on them. I’m washing them regularly, another wrote.
