When was the last time you washed your favourite pair of jeans?
According to the CEO of Levi Strauss & Co —the answer isn’t “never,” you may be washing them entirely too much.
Levi’s CEO Chip Bergh says forgo the washing machine in favour of “spot cleaning” your jeans with a “sponge or toothbrush.”
This method is better for both the denim itself and the environment, he contends.
“These jeans have yet to see a washing machine,” he said of the one-year-old jeans he wore during an interview with Fortune Magazine. “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.”
Story via CBC