Levi’s CEO Chip Bergh has sparked a conversation by advising people not to wash their jeans frequently. Bergh explained that a good pair of denim doesn’t need to be washed in a washing machine except for very infrequently or rarely. He even revealed that one of his favorite pairs of jeans hadn’t been washed in 10 years. His advice is based on the idea that washing denim can alter its appearance and cause it to fade, which is why true denim enthusiasts avoid machine washing.
Bergh clarified his comments after they were taken literally by some. He never meant that jeans should never be washed, but rather that they should be washed sparingly. He suggested spot-cleaning stains or, if necessary, washing them in the shower. Washing jeans too often, he noted, can damage the denim’s fibers, leading to holes or rips. Additionally, excessive washing can cause the jeans to lose their shape and color.
John Reid, managing director at Garment Quarter, supported Bergh’s advice, explaining that the water exposure in a washing machine can fade denim over time. He mentioned that cotton-based denim jeans become more comfortable as they age and should be washed less frequently to preserve their quality. Reid’s insight reinforces the notion that minimal washing helps maintain the unique look and longevity of denim jeans.
Levi’s has provided guidelines for those who choose to wash their jeans. The company recommends turning jeans inside out, using cold water, and selecting a gentle wash cycle to prevent unnecessary stress on the fabric. They suggest washing jeans once every 10 wears or even less frequently to maintain their fit and reduce sagging. For small stains, Levi’s recommends using a damp cloth or toothbrush with mild soap instead of a full machine wash.
