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Jeans Wears Are Not Meant To Be Washed – Levi Strauss CEO

Levi Strauss CEO Chip Bergh has disclosed that jeans are never meant to be washed. “We’re trying to educate the consumer,”...

Levi Strauss CEO Chip Bergh has disclosed that jeans are never meant to be washed.

“We’re trying to educate the consumer,” a double-denim wearing Mr Bergh told Fortune magazine’s Andy Serwer.

Talking about his own pair of jeans that are a year old, he said they are “yet to see a washing machine”.

“I know that sounds totally disgusting. I know it does but believe me it can be done. You can spot clean it, you can air dry it, and it’s fine. I am yet to get a skin disease or anything else, it works.”

“If you talk to real denim aficionados they’ll tell you don’t wash your blue jeans, just take a sponge or toothbrush.”

Mr Berg, who used to run Proctor & Gamble’s Gillette business, said the company is trying to be the ultimate in “slow fashion” in contrast to the throw away mentality of clothing giants such as H&M.

“We are the ultimate in sustainable apparel. We build our products to last, if you treat ‘em right they will last you a long time — probably longer than most people’s waistlines,” he said.

The company has created a range of Wellthread products which use less energy and water and are easier to recycle. They’re also producing a line of “waterless” jeans which achieve the acid-wash look without using harsh bleach or chemicals.

Levi’s 501 jeans turned 141 yesterday.

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