This Is Why You Should Never Actually Wash Your Jeans

According to Levi’s CEO, you should never wash a pair of jeans. Ever.

We agree that the idea of walking around in dirty clothes is not appealing at all but the CEO, Mr Bergh, explains that he "spot cleans" any stains with a toothbrush.

Bergh spoke to Fortune in a video and 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."

He believes that washing a good pair of Levis actually causes damage to the material, along with being a waste of water.

The Levi's CEO isn't the only denim expert to give the public 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.”

Can't handle the fear of looking/smelling dirty in unwashed jeans? Major jeans manufacturers advise to try putting your pair in the freezer overnight to help get rid of bacteria. Alternatively try giving them some air by leaving them outside in the sun, or spray your denim with a neutraliser spray. 

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