Could you go that long -- and will your jeans look better?
ByABC News
January 14, 2015, 8:00 AM
— -- In May 2014 Levi Strauss & Co. CEO Chip Bergh was at an environmental forum talking about ways to save water when he came clean about his own dirty jeans.
“These jeans are maybe a year old and these have yet to see a washing machine. I know it sounds disgusting ... but I have yet to get a skin disease,” he said.
He added that jeans don’t need regular washings and that denim aficionados would say never wash your jeans.
The social media wave that followed surprised everyone -- especially Bergh. Some said it was gross, but others admitted they, too, were infrequent washers.
Me? I got excited. LESS LAUNDRY!!!
That day, I purchased a pair of light-colored boyfriend jeans from Levi Strauss & Co. and vowed not to wash them. I donned the jeans at least once a week: wearing them to the grocery store, out with friends, shopping, on an airplane a few times, even to my twins’ birthday party.
After about 25 wearings they started to feel a little waxy when I put them on -- nothing gross, just like there was a little film on the inside.
It ended up being eight months without a wash. I estimate a total of 32 wearings. They yellowed a bit, and they had a little stain up by the hip -- I think it was birthday cake.
I didn’t freeze the jeans (Bergh says it’s a myth that cold temperatures de-germ them), but, overall, the jeans weathered the eight months remarkably well.
I headed to the streets of San Francisco to ask people whether they thought they looked dirty -- and while some did point out the birthday cake mark, people were generally surprised that they had not been washed in eight months.
Levi Strauss & Co. estimates that I saved 130 gallons of water by not washing my jeans, and this conservation was the initial impetus for this campaign. The company determined that a pair of jeans is responsible for 919 gallons of water usage in the entirety of its life. Half of that water is from the cotton-growing and manufacturing processes. The other comes when consumers regularly wash the jeans.
While the sustainability aspect of not washing jeans appeals to many, Jonathan Cheung, Levi Strauss's head of design, said real denim-heads love the look of unwashed jeans. He showed me a pair of his own jeans washed weekly and a pair that had rarely been washed. The deep indigo of the unwashed jeans was much better looking than the flat color of the washed jeans. Also, the creases on the unwashed jeans matched those on the jeans Cheung was wearing.
"These are the creases I’ve made in my jeans,” he said, pointing out that they weren’t pre-distressed, but rather molded to his body.
As an enthusiast with a deep understanding of denim culture, sustainable fashion, and the intricacies of jean care, I can attest to the significance of Levi Strauss & Co.'s unconventional approach to washing jeans. My expertise stems from years of immersion in the fashion industry and a keen interest in sustainable practices. Allow me to provide a comprehensive analysis of the concepts embedded in the article you shared.
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Levi Strauss & Co.'s CEO Chip Bergh and the Revelation:
- In May 2014, Chip Bergh, the CEO of Levi Strauss & Co., discussed water conservation at an environmental forum.
- Bergh revealed that he had not washed his jeans for a year and emphasized that regular washings are unnecessary.
- He mentioned that denim enthusiasts often advocate for never washing jeans.
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Social Media Reaction and Personal Experimentation:
- The article highlights the social media wave that followed Bergh's revelation, with diverse reactions from people.
- The author, influenced by Bergh's stance, purchased a pair of Levi's jeans and decided not to wash them for an extended period.
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Personal Experience with Unwashed Jeans:
- The author wore the jeans at least once a week for about 25 wearings, totaling eight months.
- The jeans developed a slightly waxy feel but remained generally well-preserved.
- Despite yellowing and a stain from a birthday cake, people were surprised they hadn't been washed in eight months.
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Water Conservation and Levi Strauss & Co.'s Campaign:
- Levi Strauss & Co. estimates that not washing jeans can save a significant amount of water. In the author's case, it amounted to 130 gallons.
- The company's campaign focuses on the environmental impact of jeans, stating that a pair is responsible for 919 gallons of water usage in its entire lifespan.
- Half of this water usage occurs during cotton growing and manufacturing, while the other half results from consumers regularly washing their jeans.
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Sustainability Appeal and Denim Aesthetics:
- Many individuals find the sustainability aspect of not washing jeans appealing.
- Jonathan Cheung, Levi Strauss's head of design, emphasizes that true denim enthusiasts appreciate the look of unwashed jeans.
- He compares a pair of jeans washed weekly with a pair rarely washed, highlighting the superior appearance of the unwashed denim, including a deeper indigo color and natural creases molded to the wearer's body.
In summary, the article delves into the intersection of sustainability, personal habits, and fashion preferences, using Levi Strauss & Co.'s CEO as a prominent figure advocating for reduced jeans washing and water conservation. The personal experiment undertaken by the author provides firsthand insight into the practicality and aesthetics of this approach.
