Former CEO of Levi Strauss & Co's unique method for preserving Levi's denim
Chip Bergh, former CEO of Levi Strauss & Co., has an unusual approach to caring for his jeans. Instead of using the washing machine, he prefers spot cleaning, and in extreme cases, he washes them in the shower while wearing them.
Washing jeans in high temperatures can negatively impact the fabric. Former CEO of Levi Strauss & Co., Chip Bergh, shared his methods of caring for his jeans with CNBC.
True denim heads, people that really love their denim, will tell you to never put your denim into a washing machine. So that’s what I do, Bergh emphasizes in an interview with CNBC.
Shower instead of washing machine
If I drop some curry on my jeans, I’m gonna clean it. But I’ll spot clean it. And if they get really gross you know, if I’ve been out sweating or something and they get really gross, I’ll wash them in the shower, explains the former head of Levi's.
The CEO specifies that this means getting into the shower with jeans on and washing them like you wash your body. This way, the jeans retain their colour, don't wear out, and don't deform.
Microplastics are released during washing
According to information provided by CNBC, washing jeans significantly impacts their carbon footprint. Bergh mentioned that the denim industry uses much water during production, and consumers contribute to this problem by frequently washing their jeans. Some people often wash their jeans after they wear them, while in other parts of the world, washing is less frequent.
Sustainability experts emphasize that washing clothes less frequently can benefit the environment. Furthermore, many garments are made from synthetic materials that release microplastics during washing, polluting the waters.
