Jeans Wears Are Not Meant To Be Washed – Levi Strauss CEO

Must Read

Coronavirus: All 51 Italian Doctors Who Tested Positive, Dead

The Italian Association of Doctors have confirmed the death of 51 doctors who all died after testing positive for...

Coronavirus: Enugu State Close Its Borders, Markets After Recording First Case

The Enugu State Government has announced the closure of its borders and markets, just after two cases of coronavirus...

COVID-19: Oyo Imposes Dusk To Dawn Curfew, Closes Markets

Governor of Oyo State, Seyi Makinde, has on Friday ordered a dusk to dawn curfew in a bid to...

Nigerian Newspaper Headlines Today: 28th March 2020

Good Morning, welcome to Information Nigeria’s Newspaper headlines for today, 28th March 2020.Here are the major headlines.Coronavirus: NCDC Confirms...

‘Nigeria Will Go Into Recession If COVID-19 Persists Beyond Six Months’ – Finance Minister

Nigeria's Minister of Finance, Zainab Ahmed, has predicted that the country will go into recession if the Coronavirus pandemic continues...

Levi Strauss CEO Chip Bergh has disclosed that jeans are never meant to be washed.

“We’re trying to educate the consumer,” a double-denim wearing Mr Bergh told Fortune magazine’s Andy Serwer.

Talking about his own pair of jeans that are a year old, he said they are “yet to see a washing machine”.

“I know that sounds totally disgusting. I know it does but believe me it can be done. You can spot clean it, you can air dry it, and it’s fine. I am yet to get a skin disease or anything else, it works.”

“If you talk to real denim aficionados they’ll tell you don’t wash your blue jeans, just take a sponge or toothbrush.”

Mr Berg, who used to run Proctor & Gamble’s Gillette business, said the company is trying to be the ultimate in “slow fashion” in contrast to the throw away mentality of clothing giants such as H&M.

“We are the ultimate in sustainable apparel. We build our products to last, if you treat ‘em right they will last you a long time — probably longer than most people’s waistlines,” he said.

The company has created a range of Wellthread products which use less energy and water and are easier to recycle. They’re also producing a line of “waterless” jeans which achieve the acid-wash look without using harsh bleach or chemicals.

Levi’s 501 jeans turned 141 yesterday.

- Advertisement -

LEAVE A REPLY

Please enter your comment!
Please enter your name here

More Articles Like This

- Advertisement -