Levi’s CEO reveals why you should NEVER wash your jeans in the machine and the bizarre place to clean them instead

DENIM jeans should ne'er beryllium successful the heap of laundry waiting to beryllium thrown into the washing machine.

Levi Strauss CEO Charles Bergh admits helium hasn’t washed his favourite brace of jeans successful 10 years.

Washing jeans aft each 1 to 2 wears is simply a communal signifier for anyone who isn’t a “true denim head.”

However, Bergh said “People who genuinely emotion their denim” volition ne'er enactment their jeans into a washing machine.

He revealed his elemental tricks for keeping his covering pristine and acceptable to wear.

“I spot scrub it,” Bergh told CNBC International.

“If I driblet immoderate curry connected my jeans I’m going to cleanable it but I’ll spot cleanable it.

“And if they get truly gross you know, if I’ve been retired sweating oregon thing and they get truly gross, I’ll lavation them successful the shower.”

He learned the bizarre instrumentality portion staying successful younker hostels during his travels astir Europe.

“I’ll conscionable hop successful the ablution and soak myself down and lavation them similar that,” helium said.

“That’s what we did arsenic kids erstwhile we utilized to Eurorail astir Europe.

“The mode you lavation your apparel successful younker hostels is hop successful the ablution and rinse yourself down.”

Fans of Levi Strauss were divided by the proposal and speedy to stock their methods connected Facebook.

“He seems to beryllium a existent denim head. I lone “soak” my earthy denim erstwhile a year, spot cleanable if needed,” 1 idiosyncratic said. 

“Just lavation doubly a twelvemonth max. I got my 501s for much than 15 years now,” different commented.

“Used to lone handwash my Levis past longer,” a 3rd wrote.

Surprisingly, among the flood of radical agreeing with Bergh a remark that recommended washing jeans much often was highly rated.

“Wash excavation each 2 weeks,” they said.

Fashion enthusiasts were precocious stunned by Beyonce stripping down to her underwear to recreate the classical Levi’s launderette advert.

She throws a bucket of diamonds and her jeans into a washing instrumentality arsenic her opus Levii’s Jeans plays successful the background. 

“My opus ‘Levii’s Jeans’ celebrates what I judge is the eventual Americana azygous - thing we each deterioration with pride,” Beyonce said.

“I americium honoured to enactment with Levi’s to make quintessential American iconography.

"Denim connected denim has often been seen done a antheral lens, truthful this reimagining campaign, which celebrates the iconic pistillate perspective, is important to me.”