We've been told before that you shouldn't wash your jeans, but we've never actually really understood the reason behind it.
While we're being urged to wash things like pajamas, bed sheets, and bras way more frequently, Levi's is going for the less is more approach and asserting that jeans shouldn't be washed, ever.
Levi's CEO and President Chip Bergh says that washing denim can in fact damage the jeans and is just a total waste of water.
"After we've finished wearing something, we just automatically toss it into the laundry." Bergh says. "A good pair of denim doesn't really need to be washed in the washing machine except for very infrequently or rarely."
Bergh does sometimes spot-clean nasty stains but aside from that, he doesn't use soap and water unless he gets rained on.
He admits the concept sounds pretty disgusting but he's "yet to get a skin disease," so this should be safe, right?!
While we agree that machine-washing might not be great for our jeans, not washing them sounds pretty disgusting. Just think of all those germs!
Nice hack, Chip. But we'd rather pop our jeans in the washing machine, thankyouverymuch!
This article originally appeared on Cosmopolitan.co.uk. Minor edits have been made by the Cosmo.ph editors.