Chip Bergh, the CEO of Levi’s, marked a significant milestone as the company made its debut on Wall Street, highlighting its enduring influence in the fashion world. Amidst the celebrations, Bergh revisited a topic that had stirred both controversy and curiosity in the past: the washing of denim jeans.
In 2014, Bergh drew attention when he discouraged machine washing jeans, citing its adverse effects on the fabric’s quality. In a recent interview with CNN, he reiterated his stance, emphasizing the longevity of denim when spared from harsh washing cycles. Notably, Bergh revealed that his own cherished pair of jeans, a faithful companion for over a decade, had never once been inside a washing machine.
“I almost wore my 10-year-old 501s, which were the jeans that I wore when I made that statement [of never washing jeans],” Bergh shared during the Wall Street celebration, highlighting the enduring resilience of denim when treated with care.
Despite years of wear, Bergh’s jeans retained their allure and integrity, showcasing his unconventional approach to denim care. Even the pair he wore for the occasion, though newer, had never undergone a wash cycle, reaffirming his commitment to preserving the fabric’s authenticity.
In a light-hearted manner, Bergh joked that his aversion to washing jeans might become his lasting legacy, playfully suggesting it could feature on his tombstone. Nevertheless, his conviction on the matter remained unwavering, resonating with denim enthusiasts worldwide.
Bergh firmly discouraged the common practice of freezing jeans to eliminate germs, considering it ineffective. Instead, he proposed alternative methods for denim maintenance, such as spot cleaning and hand washing, techniques he personally employs to safeguard his beloved jeans.
For those seeking gentler alternatives to machine washing, Bergh recommended soaking denim in a cold water bath infused with distilled white vinegar. This natural solution effectively removes odors and preserves the vibrancy of the fabric, ensuring jeans remain fresh and vibrant.
Furthermore, Bergh endorsed hanging jeans in the bathroom during a hot shower to benefit from the steam, a simple yet effective method for deodorizing and preserving denim. Additionally, flipping jeans inside out and washing them at lower temperatures can mitigate fading and extend their lifespan.
As Levi’s embarks on this new chapter of public ownership, Bergh’s unconventional wisdom on denim care serves as a reminder of the brand’s dedication to quality and sustainability. By challenging conventional norms and advocating for mindful consumption, Levi’s continues to redefine the fashion landscape while upholding the timeless appeal of denim craftsmanship.
