Levi Strauss CEO Chip Bergh
has disclosed that jeans are never meant to be washed.
“We’re trying to educate the
consumer,” a double-denim wearing Mr. Bergh told Fortune magazine’s Andy
Serwer.
Talking about his own pair of
jeans that are a year old, he said they are “yet to see a washing machine”.
“I know that sounds totally
disgusting. I know it does but believe me it can be done. You can spot clean
it, you can air dry it, and its fine. I am yet to get a skin disease or
anything else, it works.”
“If you talk to real denim
aficionados they’ll tell you don’t wash your blue jeans, just take a sponge or
toothbrush.”
Mr. Berg, who used to run
Proctor & Gamble’s Gillette business, said the company is trying to be the
ultimate in “slow fashion” in contrast to the throw away mentality of clothing
giants such as H&M.
“We are the ultimate in
sustainable apparel. We build our products to last, if you treat them right
they will last you a long time — probably longer than most people’s
waistlines,” he said.
The company has created a
range of Well thread products which use less energy and water and are easier to
recycle. They’re also producing a line of “waterless” jeans which achieve the
acid-wash look without using harsh bleach or chemicals.
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