Levi’s CEO: Don’t Wash Your Jeans | Fortune

Chip Bergh explains why denim is not meant to be washed as often as your other clothes.

[NoOne-bpjw]

I guess my problem is I'm not a "real denim enthusiast" I am a working stiff and buy jeans because 1) they are inexpensive 2) they survive physical labor that would demolish other fabrics and 2) they do hide stains well. BUT, I wash them; with other jeans, in cold water. And the water is quite often rather dirty looking when I do this. So, if your jeans are an expensive fashion statement, don't wash them. But if you do any REAL WORK, wash those puppies! I won't pay more than $20 for a pair of jeans; go to goodwill and get them for $3 (wash those hand-me-downs in hot before wearing). Maybe that accounts to the difference of opinion.

[GaliadelaRosa]

Really rubs me the wrong way to hear Levi's CEO talking about customers cleaning habits and saving water when water has never been a concern when manufacturing Levi's in México.

[shempone]

agree with him... if you don't know why he says this.. you have no idea about raw denim

[ronaldcaliva]

Yes i agree coz jeans that never been washed shape like a spiral of spring and it makes the look cool

[leovanjulius]

One point only.. just wash it like regular cloths.. if jeans out of colour then buy new one.. why so hard to protect it.. its only jeans and always keep clean what you wear..

[markrush]

he advises not to wash your jeans because today's Levi's are cheapo pieces of crap that fade and tear overly fast compared to the older jeans .

[mogeking]

How often should you wash your jeans? The Levi’s CEO settles the debate, how many times should you lick 👅 you jeans 👖 just to get to the center of your jeans 👖. It should be only 15 times, after your 12 bath 🛀, seriously stay out of the bathtub stay funky. Everybody likes funky everybody likes funky 🤩.

[hansoolee]

Washibg machines fade jeans and make the fabric weaker

[gabrielgab]

Haha, not good idea.. when you didn’t wash your Levi’s, be clean & stay healthy.i m comfortable to wear my Levi’s after washing 😂😅

[jimlee]

Jeans are not to wash often not because they’re weak. It artistically harms them if you do so.

[jasenoose]

So out of touch reality. I wash my jeans because I live in the real world and actually go outside you gronk.

[vinays]

Stop looting a country like india with the levis tag offering unsatisfactory products with extremely high price...enough the legancy n all..afraid of pepe jeans and u started renovating all your showrooms ha ha.