You should never, ever wash your jeans in a washing machine

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.