If you often find yourself shoving your jeans in the washing machine, you need to stop - because Chip Bergh, CEO of Levi, says you should never, ever wash your jeans in a machine.
We know, the idea of not washing something you wear frequently can seem gross – but Chip insists it's the right thing to do.
And who are we not to believe the head of a major denim company?
To reassure us, Chip told of how he has been wearing the same pair of jeans for 10 years without a single spin in the washer.
In a recent interview with CNN, he explained that his jeans still look amazing, as no machine has ruined the colour or material – adding that if his jeans do get dirty, he simply spot cleans them.
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He said: 'If you talk to real denim aficionados, they will all agree you should never put your jeans in the wash.
'I spot clean my jeans when they need to be washed. Worst case, I hand wash my jeans. And I do it myself.
'I mean I love my jeans, and I take good care of them.'
Back in 2014, Chip made similar statements while speaking at a Fortune Magazine event, during which he told his audience that the jeans he was wearing had never been washed, explaining that the lack of washes not only maintains the design, but also helps protect the environment.
Of course, most of us will get dirt on our jeans at some point and so they will need to be cleaned – but if you're wanting to go with Chip's tricks, you could avoid the washing machine by simply soaking your jeans in cold water mixed with a cup of distilled white vinegar, leaving them to soak for an hour before hanging dry.
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Sure, it's a lot more effort than chucking them in the machine for an hour, but apparently you'll get longer wear out of your favourite jeans, so that's a bonus.
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