Former Levi's CEO reveals surprising denim care routine

Chip Bergh, former CEO of Levi Strauss & Co., has an unusual approach to caring for his jeans. Instead of using the washing machine, he prefers spot cleaning and, in extreme cases, he washes them in the shower while wearing them.

Washing jeans at high temperatures can negatively impact the fabric. Former CEO of Levi Strauss & Co., Chip Bergh, shared his methods of caring for his jeans with CNBC.

True denim heads, people that really love their denim, will tell you to never put your denim into a washing machine. So that’s what I do, Bergh emphasises in an interview with CNBC.

If I drop some curry on my jeans, I’m gonna clean it. But I’ll spot clean it. And if they get really gross you know, if I’ve been out sweating or something and they get really gross, I’ll wash them in the shower, explains the former head of Levi's.

The former CEO specifies that this means getting into the shower with jeans on and washing them like you wash your body. This way, the jeans retain their colour, don't wear out, and don't deform.

According to information provided by CNBC, washing jeans significantly impacts their carbon footprint. Bergh mentioned that the denim industry uses a lot of water during production, and consumers contribute to this problem by frequently washing their jeans. Some, people often wash their jeans after one wear, while in other parts of the world, washing is less frequent.

Sustainability experts emphasise that washing clothes less frequently can benefit the environment. Furthermore, many clothes are made from synthetic materials that release microplastics during washing, polluting the waters.