Levi’s CEO settles the debate on how often to wash your jeans
Denim enthusiasts often argue that washing jeans affects their shape and color, while leaving them unwashed enhances their look over time through natural creases and exposure
Most clothing needs washing after a few wears, but jeans spark debate—some even claim they should never be washed. Part of this stems from Levi Strauss CEO Charles Bergh, whose remarks at a 2014 event unintentionally fueled the "no wash" mindset.
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"I never said don't wash your jeans," he clarified in conversation with CNBC's Christine Tan as part of the "Managing Asia" show broadcast last month.
Bergh still doesn't use a washing machine to clean his denim, reports CNBC.
"True denim heads, people that really love their denim, will tell you to never put your denim into a washing machine. So that's what I do."
Denim enthusiasts often argue that washing jeans affects their shape and color, while leaving them unwashed enhances their look over time through natural creases and exposure. Skipping washes is also believed to extend the lifespan of jeans by preventing the fibers from wearing down, which could cause holes or tears.
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However, Bergh doesn't simply let his jeans accumulate dirt and grime.
"If I drop some curry on my jeans, I'm gonna 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 said.
Bergh explained that his unique approach involves wearing jeans in the shower, treating them with soap just like his skin, says CNBC.
He noted that washing jeans significantly contributes to their carbon footprint. While the denim industry already uses a substantial amount of water during production, frequent consumer washing adds to the environmental impact.
In the US, many people wash their jeans after every wear, Bergh pointed out, whereas in other parts of the world, they're cleaned after several wears.
The discussion about washing habits has extended beyond jeans in recent years. Social media debates about how often people should wash pajamas and bedding have sparked conversations about hygiene and environmental impact.
Bergh highlighted that washing machines consume a lot of water. Sustainability experts agree that washing less often could help the environment—not only by conserving water but also by reducing the release of microplastics from synthetic fabrics, which contribute to plastic pollution.
While skipping the washing machine altogether might not appeal to everyone, reducing the frequency of washing jeans—and other clothes—might be worth a try.
