You don’t know when or how to wash your legendary Levi’s 501 jeans? The CEO of the American brand has some original tips for taking care of your favorite denims.
After each use, once a month, or even never… Knowing when to clean your denim is always a mystery. Questioned by the American television channel CNBC, Charles Berghthe current general director of Levi’s, answered the question: “To How often do you wash your jeans? And this is not a trivial subject for the American. A few years earlier, he would have suggested that he was not cleaning up absolutely never his indigo canvas pants. A sentence that he wanted to clarify.
You can forget the washing machine
“I never said ‘don’t wash your jeans’“, first wanted to clarify the CEO at the microphone of journalist Christine Tan. But be careful, Charles Bergh also don’t recommend washing them too often. “When I get a stain, I only clean that one and not the entire pants,” he explains. An answer that may seem amusing at first glance, but which makes perfect sense. Jeans lovers know that they were originally designed to be worn by minors in the exercise of their functions. Robust, they can be sported several times in a row before being cleaned. The CEO of Levi’s also advises against‘use a washing machinewhich could simply wear out the materialalter the color or create holes.
A technique all his own
His very personal technique for scrubbing his denim? After several uses and only if dirt has accumulated, Charles Bergh will put on his jeans, “will jump in the shower” and rub it with classic soap. An original tip, which the manager also justifies from an ecological point of view. According to him, the life of a pair of jeans alone requires between 7,000 and 10,000 liters of water, half of which would be attributed to washing after purchase. Cleaning it less often and other than by machine would be two ways to be more environmentally friendly.