Chip Bergh, Levi’s CEO, just dropped a “super-future” bomb on the general public. You don’t need to wash your jeans. Yes, you read that right.
Folks that partake in the denim lifestyle— we’re talking about that selvage, Japanese weave, anvil-heavy denim game— may have already incorporated this practice into the care of their favorite pairs. However, for those that don’t know, Chip wants to put you on the game. He feels more folks should adopt a “slow fashion” mentality when it comes to their wears:
“These are one of my favorite jeans. These jeans are maybe a year old and these have yet to see a washing machine. I know that sounds totally disgusting. I know it does. But believe me, you can spot clean it, you can air dry it and it is fine. I have yet to get a skin disease or anything else. It works.”
In a day and age where you can run to a store for an outfit for a weekend that you disregard shortly after, or if you’ve succumbed to the waxed black denim Soho ninja aesthetic then it might be time to switch up and commit to your denim.
Much like any relationship, the one you forge with your denim can result in a unique and rewarding experience. Not washing denim for an extended period of time results in cool fading and allows it to take shape, becoming an extension of yourself. Undergoing this practice can yield some chill results such as “whisker,” “stacks,” and “honeycomb” fading which takes place in the thigh and crotch, ankles, and back of the knees areas, respectively.
If not washing denim isn’t your thing, you can still get a personalized look from Levi’s directly. To hook up music festival goers with unique wears for the upcoming season of shows, they’ll be customizing denim as part of their Levi’s Tailor Shops festival season promotion:
This summer in Levi’s® Stores nationwide you can customise, personalise and repair your favourite Levi’s® items, old or new. Our in-house tailors are on hand to help you put your own personal touch on items such as Trucker Jackets, Western Shirts and 501® Jeans.
Check out the video in the video player up top to see what the CEO of Levi’s has to say about denim-care. Hit the comments section, let us know if these #SlowFashion methods work or have worked for you in the past, or share any denim-care tips.
Greg might not have racks like Ye, but his denim stacks like Ye. He’s on Twitter @$u$Gawd87
[h/t The Fader]