dont wash your denim 2014 announcement by levis ceo

Levi’s CEO Says Stop Washing Your Jeans

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.”

graphic showing denim develpoment over 8 months

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.

Denim worn for 58 months

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.

kanye denim stacking

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]

Related Articles


More Than a Collaboration: Big Sleeps x Famous Stars and Straps


The Get Back: Kareem Blair on Lemar & Dauley’s Revamp for 2014


An Ode to Pharrell And His Hat


Sochi Fashion Games


After 38 Years, Vision Street Wear Is Still Kicking


The Phantom of the Dipset: Killa Cam’s Capes


Latest News

kevin-durant-scandal Sports

Meet the Woman Who Told the World About Kevin Durant’s Alleged Face-Farting Fetish

More details on the other drafts NBA fans want to know about
busy-signal-portrait Features

Busy Signal Will Make History This Weekend

Years after cutting off his ankle bracelet he returns to the U.S. a star
knxledge-listening-room Music

New Music from Knxwledge, Conway and GR⚔GAR

The Listening Room (June 22, 2017)
blue, declaime, georgia anne-Muldrow, eternally yours, young spirit, orange, illustration Music

PREMIERE: “Internally Yours” by Declaime and Blu

"Don't ever think it's too late/ We must start now to set things straight."
donaeo, london, streets, black and white, hood, whole life Music Video

Donae’O and Fredo Wanted This Video Their “Whole Life”

Money, girls, and music. What else?
healthcare protests News

Demonstrators Dragged Out of Senate Office Building After Protesting Healthcare ...

Forcefully arresting disabled protestors seems like a pretty spot-on metaphor
wu-tang-silicon-valley Music

The Wu-Tang Clan Strikes Again With “Don’t Stop”

The crew's new banger is the latest from the 'Silicon Valley' soundtrack
what-happened-to-the-remix Features

What Ever Happened To The Mega Remix?

19 joints from the days when you HAD to do a remix
XXXTentacion News

XXXTentacion Takes Pink Rubber Dick Like A Champ

A true performance artist
mir fontane, camden, portrait, woods Music

PREMIERE: Mir Fontane Reveals ‘Camden’ to the World

"It's a mixture of personal stories and some untold stories of my peers, dead and alive."
Philando Castile News

This Little Girl In The Cop Car After Philando Castile Murder Is Heart Breaking

"I don't want you to get shooted"
missy elliot dropped da real world 18 years ago today Music

Missy Elliott Embraced a Darker Vision on ‘Da Real World’

An underappreciated, but very necessary, album from Virginia's own
juiceboxxx-go-to-the-club-alone Music

PREMIERE: Juiceboxxx “Go To The Club Alone”

Pathetic loser anthem
cop-kicks-face News

Should We, Too, Get A 24-Hour Suspension For Kicking Cops In The Face?

Please do not curb-stomp police officers
drake dropping new song, "signs," tomorrow Style

Drake Reveals “Signs,” A New Song “Inspired” by Louis Vuitton

Is there a new Louis Vuitton Don?
wes jackson, brooklyn hip hop festival, brooklyn bodega Hey, You're Cool

Hey, You’re Cool! Wes Jackson of Brooklyn Bodega

The XXL Freshmen look like weirdos, but Jungle Brothers and Q-Tip were weirdos too