Levi's CEO Explains Why Not To Wash Your Jeans

No doubt those of you who wear selvedge denim will already be familiar with the concept of never washing your jeans, but now the CEO of Levi's, Chip Bergh, has come forward to promote the various benefits of keeping your denim away from the washing machine.

In a post on LinkedIn called "The Dirty Jeans Manifesto," Bergh explains both the environmental and durability benefits of never washing your jeans. "We learned that an average pair of jeans consumes roughly 3,500 liters of water – and that is after only two years of use, washing the jeans once a week," Bergh writes. "Nearly half of the total water consumption, or 1,600 liters, is the consumer throwing the jeans in the washing machine. That’s equivalent to 6,700 glasses of drinking water!" He adds that not washing them also helps them to last longer.

So, what does he do when they get dirty? He spot cleans them with a washcloth or, if they're a total mess, hand washes and hang dries them. So far he hasn't washed his pair in over a year. An added top tip from the HUH. HQ - if they start to smell, put them in the freezer overnight, it'll kill off all the smelly bacteria.

Photo: Stuart Isett/FORTUNE Brainstorm Green

Tags: levis, denim, jeans