Hmmmm! I smell a dead fish here. Just before you toss your jeans in the washing machine this beautiful morning, you should read this. Levi’s CEO and President Chip Bergh is of the opinion that we should never wash our jeans just like he has never washed his. He said washing the jean might spoil its shape and feel, especially if it’s a unique vintage. He said instead of washing, we should just spot clean.

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Bergh aired his opinion at a conference while speaking to business leaders who gathered to discuss ways to foster a more sustainable environment. He said that he encourages jeans wearers not to wash them often. In fact, he said, the jeans he was wearing had yet to ever see a washing machine.

“I know it sounds totally disgusting. I know it does, but believe me, it can be done,” It is a wake-up call to consumers that we go into autopilot and after we’re finished wearing something, we just automatically toss it into the laundry. A good pair of denim doesn’t really need to be washed in the washing machine except for very infrequently or rarely.” he told the crowd.

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He further said that jeans should only be spot cleaned and dried. And when it starts to smell fishy, we should just keep them in the freezer, he said freezing our jean can kill the bacteria that causes the smell.

“The more you wash your jeans, it breaks down the dye process so they’ll fade quickly,” he added.

If for any reason you decide to wash your jean for the first time, a cup of vinegar should be added to the water to help preserve the dye.

Washing might not be recommended, but biko, smelling like a dead fish is not an option either!





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