Levi CEO Chip Bergh Denim Jeans

Levi Strauss CEO On Washing Denim Jeans: Don’t Do It

Levi Strauss CEO recently shared his thoughts about washing denim jeans. In short: He doesn’t think it’s a good idea.

While most of us are probably deeply concerned about the odor, nastiness, and potential health hazards that generally accompany an unwashed pair of denim jeans, Levi CEO Chip Bergh doesn’t seem too concerned about the situation. In fact, he doesn’t think people should toss his products into the nearest washing machine whenever the smell starts to bug other people.

According to the USA Today, the Levi CEO believes that a sponge or a toothbrush are smashing alternatives to properly washing denim jeans. Bergh admitted that the pair he was wearing at the time of the interview had never seen the inside of a washing machine. If you smell something odd around the Levi Strauss office, then it’s probably just Chip.

“These jeans are maybe a year old and have yet to see a washing machine. I have yet to get a skin disease or anything else,” the Levi Strauss CEO recently explained.

He added, “If you talk to real denim aficionados, they will tell you not to wash your blue jeans.”

As strange as it may sound, the Levi CEO isn’t the only person who believes washing denim jeans is a bad idea. Fashion guru Tommy Hilfiger told the New York Daily News that he never tosses his vintage jeans into the washer out of fear they’ll fall apart. However, he admitted that his regular jeans are thoroughly cleansed on a regular basis.

The Levi CEO discussed the state of his jeans during a recent conference on sustainability. Bergh said the company is working with farmers to develop better cotton, though he didn’t say anything about the possibility of natural odor elimination. If Levi Strauss can figure out that secret, then the company has essentially won the denim war.

For most people, not washing their jeans after every use isn’t an option. If you work outside or sweat excessively, then chances are you’re going to smell kind of ripe by the end of the day. Folks who don’t want to end up permanently single and/or shunned by society should probably avoid this advice. However, those lucky individuals who sit inside a cushy air-conditioned office all day may not have a reason to wash their denim jeans on a regular basis. In other words, use your best judgment before selling your washing machine on Craigslist.

What do you think about the Levi Strauss CEO’s advice on washing denim? Could you go a year without washing your favorite pair of jeans?

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