Apparently, we’re all doing it wrong. You are not supposed to wash your jeans. Ever.
Huh?
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That’s all according to the CEO of Levi Strauss, Chip Bergh.
“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 it’s 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.”
This video from The Gap suggests that you simply freeze your jeans instead of washing them.
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