Levi’s CEO reveals why you should NEVER wash your jeans in the machine and the bizarre place to clean them instead
DENIM jeans should never be in the pile of laundry waiting to be thrown into the washing machine.
Levi Strauss CEO Charles Bergh admits he hasn’t washed his favourite pair of jeans in 10 years.
Washing jeans after every one to two wears is a common practice for anyone who isn’t a “true denim head.”
However, Bergh said “People who truly love their denim” will never put their jeans into a washing machine.
He revealed his simple tricks for keeping his clothing pristine and ready to wear.
“I spot scrub it,” Bergh told CNBC International.
“If I drop some curry on my jeans I’m going to clean it but I’ll spot clean it.
“And if they get really gross you know, if I’ve been out sweating or something and they get really gross, I’ll wash them in the shower.”
He learned the bizarre trick while staying in youth hostels during his travels around Europe.
“I’ll just hop in the shower and soak myself down and wash them like that,” he said.
“That’s what we did as kids when we used to Eurorail around Europe.
“The way you wash your clothes in youth hostels is hop in the shower and rinse yourself down.”
Fans of Levi Strauss were divided by the advice and quick to share their methods on Facebook.
“He seems to be a true denim head. I only “soak” my raw denim once a year, spot clean if needed,” one person said.
“Just wash twice a year max. I got my 501s for more than 15 years now,” another commented.
“Used to only handwash my Levis last longer,” a third wrote.
Surprisingly, among the flood of people agreeing with Bergh a comment that recommended washing jeans more frequently was highly rated.
“Wash mine every two weeks,” they said.
What do the symbols on your clothes mean?
- Lit match – keep away from fire.
- Crossed out iron – do not iron
- Basin – Wash at degrees celsius stated or below
- Crossed out triangle – do not bleach
- Crossed out circle – do not dry clean
- Crossed out square – do not tumble dry
Fashion enthusiasts were recently stunned by Beyonce stripping down to her underwear to recreate the classic Levi’s launderette advert.
She throws a bucket of diamonds and her jeans into a washing machine as her song Levii’s Jeans plays in the background.
“My song ‘Levii’s Jeans’ celebrates what I believe is the ultimate Americana uniform – something we all wear with pride,” Beyonce said.
“I am honoured to work with Levi’s to create quintessential American iconography.
“Denim on denim has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me.”