Levi Strauss CEO Chip Bergh says people should keep that closet staple out of the washing machine.
It is the age-old debate that has divided denim aficionados.
Now, Levi Strauss CEO Chip Bergh has cleared up once and for all how often people should really wash their jeans.
The jean giant's top boss says people should keep that closet staple out of the washing machine.
Bergh lives by his words in a recent interview with Fortune magazine.
"These are one of my favorite jeans. These jeans are maybe a year old and these have yet to see a washing machine. I know that sounds totally disgusting. I know it does. But believe me, you can spot clean it, you can air dry it and it is fine. I have yet to get a skin disease or anything else. It works," Bergh said.
Berg said Levi's is trying to be the ultimate in "slow fashion." That means long-wear fashion.
But many found his advice gross and believe they would eventually stink.
"I think that is disgusting. I would say I do go a couple days without washing them, so I wouldn't wash every time I wear them. But I think you should wash your clothes for sure," Kansas City resident Jackie Kelly said.
The company is also making new "waterless" jeans. Those jeans will get that acid-wash look without using harsh bleach or chemicals.
The Levi's 501 jean is marking its 141st birthday.
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Tuesday, April 20 2010 11:21 PM EDT2010-04-21 03:21:00 GMT
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