Machine-washing a good pair of jeans can actually cause damage to the material.
Laundry is inevitable, but thankfully there are people like Levi’s CEO and President Charles V. Bergh who want to make our lives a little easier.
According to him, you should never wash a pair of jeans. Ever.
I am the CEO with “dirty jeans.” Well, not exactly. My jeans are clean; I just don’t throw them in the washing machine all that much.
While this may prompt noises of disgust from those are less-then-enamoured by the idea of walking around in dirty clothes, Mr Bergh explained that he “spot cleans” any stains with a toothbrush.
“The point he 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 around the fact that washing a good pair of Levis actually causes damage to the material, and is a waste of water.
If you want to get rid of bacteria. Give them some air by leaving them outside in the sun, or with a neutraliser spray.
Mr Bergh isn’t the only denim expert to come out with this advice
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.
Nudie Jeans offers this stellar piece of wisdom: “When you’ve come this far, you and your new stiff drys will have gone from being separate entities to a unity – a second skin.
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