Levi’s CEO surprises consumers by advising against washing jeans, suggesting alternative methods to maintain their quality and longevity.
CEO of Levi’s warns people should never wash their jeans
Recently, Levi’s CEO Chip Bergh has warned consumers that they should never wash their jeans.
This statement has sparked debate among denim enthusiasts and the general public.
Bergh’s opinion on washing denim first gained attention in a 2014 interview.
He wore a pair of jeans that he said hadn’t been washed for over a year.
This led many to believe that the CEO was advocating for never washing one’s jeans.
He clarified that his claim about jeans washing was misinterpreted.
However, in a recent interview, Bergh clarified that his previous comments were misinterpreted.
“I never said don’t wash your jeans,” Bergh explained.
“What true denim heads, people that really love their denim, will tell you is to never put your denim into a washing machine.”
Levi’s CEO says manual cleaning preserves denim quality.
According to Levi’s CEO, the key to maintaining the shape, color, and longevity of denim lies in manual cleaning methods.
Bergh’s preferred approach to cleaning his jeans involves spot-cleaning with soap and water.
“If I drop some curry on mine, I’m gonna clean it. But I’ll spot-clean it.
If I’ve been out sweating and they get really gross, I’ll wash them in the shower.
I’ll just hop in the shower and soak myself down and wash them.”
Levi’s CEO believes that hand cleaning preserves the integrity of denim fabric.
In contrast, machine washing can cause premature fading, wear, and tear.
He also pointed out the environmental impact of washing denim frequently.
The denim industry uses a lot of water, with half of it coming from consumer washing habits.
Other denim experts agree Chip Bergh’s claim
While Bergh’s advice may seem unconventional, other denim experts seem to agree with his stance.
Benjamin Talley Smith, a denim atelier, echoed the sentiment, stating that denim should be washed “as little as possible, if at all.”
Similarly, laundry expert Patric Richardson recommended washing jeans after every 9 or 10 wearings, rather than after every use.
However, not all experts are convinced that Bergh’s approach is the best solution.
Some have raised concerns about the sanitary implications of washing jeans so infrequently.
Dr. Stephen Thomas, the director of Global Health at SUNY Upstate Medical University, recommended washing jeans after three wears.
This is especially important if clothes are visibly dirty or have an odor.
Interestingly, the advice provided on Levi’s own website seems to contradict Bergh’s personal washing habits.
The in-house experts recommend machine washing jeans, but only after turning them inside out and closing the zipper.
They advise using cold water on a gentle or delicate cycle to maintain the jeans’ shape and color.