You should never, ever wash your jeans in a washing machine
Get your toothbrush on those stains
Levi’s CEO and President Chip Bergh is here to help you do less laundry. According to Chip, you should never, ever wash a pair of jeans. Ever.
Obviously some people are going to find the idea of walking around in unwashed clothes completely gross but Chip explains that he “spot cleans” any stains with a tooth brush.
Speaking to Fortune he said: “The point I 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.”
According to Chip, washing a pair of Levi’s is not only a waste of water, but a guaranteed way to damage the material.
Mr Bergh isn’t the only denim expert to give 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.
“The reason for this is that the indigo will have worn off in places where you make natural creases. Just by sitting down, putting your phone in and out of your pockets, your hands in your pockets. All these daily little things will make your jeans look great.
“When it comes to the big day, the indigo will fade where you made those little creases to reveal the contrasts that give it the well worn look. If you wash your jeans too early, the indigo will wash off uniformly so it will give it an even, dark indigo cover which means the magic will have gone.”Like anything in life, there are no short cuts.”
The future is coming back from a night out and painstakingly spot-cleaning your jeans with a toothbrush. Electric if you want to wear them again tomorrow.