According to Chip Bergh, jeans should never be washed – to outrage everyone who refuses to go out on the street with dirty clothes. Berg adds that, as far as his jeans are concerned, he merely cleans up areas that get soiled with a toothbrush.
“What I tried to do was to alert consumers that we are in autopilot mode, and every time we use a piece of clothing, we automatically send it to the laundry,” the CEO told Fortune in a video which was shared on social networks.
After demystified the existence of the small pocket of jeans – which, according to Levi’s, served for years to protect pocket watches, and then to store condoms, coins and tickets – then a new explanation arises. manufacturer of jeans born in the 1950s, this time, for the “non-washing” of the pairs. The argument of Levi Strauss CEO and president is explained as follows: washing a good pair of Levi’s can damage your material – in addition to the water costs involved.
Levi’s already has a substantial track record in terms of water reduction (see Dry Denim) and thus instill the same spirit for customers, with the added concern of water resources resulting in longer-lived jeans. Nevertheless, Bergh is not the only denim specialist to advise against washing.
On the Hiut Denim website it can be read that it is advisable to wait six months before washing the denim. The more you wear, the better you’ll seat your jeans. “The reason for this is that indigo will disappear in places where natural folds are made. Sit down, put your cell phone in and out of your pockets, your hands in your pockets … All these little everyday things are going to do with the jeans. ”
Another advice given by jeans manufacturers is to put the jeans in the freezer overnight to see themselves free of bacteria. Alternatively, you can also leave them in the sun during the day or apply a spray that neutralizes the odor.
In Portugal Textile