Levi's CEO Says Don't Wash Your Denim



Don’t Wash Your Jeans For A Year, Advises Levi’s CEO… Can You Hack It?

Don't Wash Denim Gwen Stefani Don't Wash Denim Gwen Stefani

How long can you go without washing your jeans?

Believe it or not, the key to getting that perfect fit, and making sure your favourite pair of jeans stands the test of time is to avoid the washing machine, says Levi’s CEO Chip Bergh.

‘These jeans are maybe a year old and have yet to see a washing machine,’ Bergh said of the pair he was wearing during a discussion with Fortune Magazine. ‘If you talk to real denim aficionados, they will tell you, don’t wash your blue jeans.’

Many premium label denim brands suggest not washing denim to preserve the fit, strength and colour of your jeans. ‘I know that sounds totally disgusting, I know it does, but believe me, it can be done. You can spot clean it, you can air dry it, it’s fine. I have yet to get a skin disease or anything else,’ he said.

When your denim begins to smell, putting them in the freezer for 24hrs supposedly kills the germs that cause odour.

Gross, right? Actually, not really. Back in 2011, then-student at the University of Alberta Josh Le and his professor Rachel McQueen conducted an experiment where Le let his favourite pair of jeans go 15 months (shock-horror!) without a wash. He wore a pair of sturdy Nudie Jeans 330 times before swabbing the denim for harmful bacteria, and repeated the test 13 days post-wash.






Video: Do You Really Need To Wash Your Jeans?

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Date: 06.12.2018, 14:52 / Views: 52241