Back in 2014, it caused quite a stir when Levi’s CEO, Charles Bergh, advised denim enthusiasts not to wash their jeans. However, in a recent interview with CNBC, Bergh clarified his comments and even shared some peculiar advice about showering in your jeans.
“I never said don’t wash your jeans,” Bergh stated. “True denim heads, people who truly love their denim, will tell you to never put your jeans in a washing machine. So that’s what I do.”
He went on to explain his approach to cleaning jeans: “If I happen to spill some curry on my jeans, I’ll clean it. But I’ll spot clean it. And if they get really dirty, like after a sweaty day, I’ll wash them in the shower.”
Bergh’s argument against washing jeans is rooted in their environmental impact. According to Oxfam, each pair of jeans produces around 33.4 kilograms (73.6 pounds) of carbon dioxide, equivalent to flying a plane around the world 2,372 times. Additionally, it takes an estimated 1,800 gallons of water to produce the cotton in a pair of jeans.
To reduce the carbon footprint of denim, Bergh believes consumers should avoid using washing machines. The energy required to heat the water and power the machines contributes to carbon dioxide emissions.
While it may sound unappealing, there is evidence to suggest that jeans can remain surprisingly clean without washing. In a study conducted by researchers at the University of Alberta, a student wore his raw denim jeans for 15 months without washing them. After swabbing the jeans for bacteria, washing them, and wearing them for another two weeks, the levels of bacteria didn’t vary significantly. The jeans were just as clean after two weeks of wear as they were after 15 months of no washes.
“I expected to find some bacteria associated with the lower intestine such as E. coli, but was surprised to find there weren’t any, just lots of normal skin bacteria,” said Rachael McQueen, an Associate Professor at the University of Alberta who conducted the research.
