He admits he hasn't washed his favorite pair in 10 years
Levi's CEO has a warning for people who put their jeans in the washing machine.
Charles 'Chip' Bergh has always been adamant about never washing his jeans, even admitting that he had never washed the jeans in the 10 years he owned them.
Berg claims “real denim minds” know not to wash their jeans.
In a recent interview with CNBC, the CEO clarified his views, explaining that he opposes the use of washing machines because it opposes the art of washing itself.
“I never said don't wash your jeans,” he said.
“A true denim fan, someone who really loves denim will tell you to never put denim in the washing machine. That’s what I do.
“If I drop curry on my jeans, I'll wipe it off. But I'll clean it up. If they get really gross, you know, if I go out and sweat or something, they get really gross, I wash them in the shower.”
When it comes to washing them in the shower, this essentially means standing over your jeans and washing them off that way.
Meanwhile, eco-friendly cleaning brand Branch Basics has come up with an alternative.
Their staff member, Kelly Love, recommends leaving your jeans in the sun for a few days, as heat, light, and air will apparently break down the microorganisms and clean them up.
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