The CEO of Levi Strauss, Charles Bergh, has admitted that he hasn’t washed his denim in a decade and believes this is the best way to care for jeans. He explained that denim production and cleaning jeans requires a lot of water, so washing them after every wear is not necessary. Instead, Bergh revealed that he spot cleans any stains and will wash his jeans in the shower if they get particularly dirty, rather than using a washing machine.
Many other denim enthusiasts, who Bergh refers to as “denim heads,” also commented on the clip acknowledging that they too rarely wash their jeans, with some only washing them once a month. Levi’s recommends washing jeans after 10 wears unless they are visibly dirty or smelly, as over-washing can ruin the unique characteristics of the denim. When washing jeans, it is advised to turn them inside out, fasten zippers and buttons, and wash with like colors in cold water without softener. Additionally, air drying instead of using a dryer is recommended to maintain the fit, color, and fabric of the denim.
John Reid, managing director at Garment Quarter, points out that exposing jeans to a washing machine can affect the look and color of denim over time due to the sheer amount of water they are exposed to. He also mentions that cotton-based denim jeans without stretch become more comfortable over time, while denim made with elastane may benefit from more regular washes to help the fabric shrink back down after being stretched from wear. Some people believe that putting denim in the freezer can eliminate odor and bacteria, but experts argue that this is not a proper substitute for washing as the freezer may only temporarily kill bacteria and rid the jeans of odor.
In conclusion, Bergh’s revelation about not washing his denim for a decade has sparked a discussion about the proper care for jeans among denim enthusiasts. Washing jeans after every wear is not necessary as it can ruin the unique characteristics of the fabric. Proper care like spot cleaning stains, washing in cold water, and air drying can help maintain the fit and color of denim over time. While freezing denim may temporarily eliminate odor and bacteria, it is not a long-term solution for keeping jeans clean. Overall, finding a balance between washing and caring for jeans to preserve their unique characteristics and longevity is key for denim enthusiasts.
