Levi’s CEO Recommends Showering With Your Jeans On To Cut Water Waste
Photo 161797791 © Deanpictures | Dreamstime.com
It’s no secret that denim production isn’t exactly eco-friendly, with a significant impact on water resources. But the environmental cost doesn’t stop at the factory; it continues with each wash cycle when those jeans are hanging in your closet. Levi Strauss CEO Chip Bergh has an unusual solution to address this issue, and it’s one he personally swears by: don’t take your jeans off when you step into the shower.
Denim enthusiasts know that maintaining the perfect pair of jeans often means avoiding the washing machine to preserve that ideal fit and fade. However, there comes a point when even the most dedicated jean-iuses must concede that a wash is necessary.
For Bergh, the process is surprisingly simple. If he happens to spill some sauce on his beloved jeans, he opts for spot cleaning. But when things get “really gross,” as he puts it, he doesn’t hesitate to wash them—right in the shower, he admits in an interview with CNBC.
Now, some may insist that freezing your jeans is a viable alternative to cleaning them, as it’s believed to kill bacteria. However, there’s no guarantee this technique effectively sanitizes your denim.
Levi’s official guidelines recommend washing your jeans after every 10 wears. But rather than tossing them in the washing machine—or even walking them into the shower—the brand suggests a more sustainable approach. Use a damp cloth or an old toothbrush with mild soap to tackle small stains in between washes instead of going for a full machine cycle.
[via CNBC, Gizmodo, SFGATE, cover photo 161797791 © Deanpictures | Dreamstime.com]
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