How often do you machine wash your pair of jeans?
Levi's CEO Chip Bergh and Design Director Paul O'Neill have sparked a conversation about denim care that moves beyond preserving the quality of jeans to consider environmental implications.
Bergh famously advised against machine washing jeans in a 2014 interview with Fortune Magazine, suggesting that spot-cleaning stains with a toothbrush is the preferred method. He believes this approach protects the fabric from unnecessary damage and conserves water. "A high-quality pair of jeans doesn't need frequent washing," Bergh asserts.
The Levi's Mantra | Fortune Magazine
Chip Bergh, President and CEO of Levi Strauss, and Andy Serwer, as the moderator from Fortune Magazine
In contrast, O'Neill recommends a different approach, suggesting washing jeans after every “30 to 50 wears,” as reported by the New York Post. Despite their differing views, both agree on the importance of reducing the frequency of washes.
The fashion industry, particularly denim production, is known for its high water consumption. A single pair of jeans can consume up to 1,800 gallons of water in its lifetime, from the cotton field to the closet, which includes water used by consumers during washing, according to CNBC.
Moreover, machine washing introduces microplastics into our waterways from the synthetic fibers in our clothes, posing severe threats to marine life.
Bergh later clarified his stance, emphasizing that he does not advise never washing jeans. Instead, he suggests avoiding machine washing to preserve the shape and color of the denim. He encourages spot cleaning and, for cases of excessive dirt or odor, washing jeans in the shower with soap while wearing them, mimicking how one would wash their body.
The debate extends beyond jeans to other clothing items, sparking discussions about hygiene and environmental sustainability. Washing machines use large volumes of water, and clothes, especially synthetic ones, shed microplastics when washed, contributing to plastic pollution.
In conclusion, there's no universal answer to how often jeans should be washed. However, less frequent washing not only prolongs the life of your denim but also aids in water conservation and pollution reduction. So, next time you consider throwing your jeans in the wash, think twice - the environment (and your denim) will thank you.
