How to Keep Your Jeans Looking Great, According to Levi’s Former CEO

Spilling something on your favorite jeans can feel disastrous, but Levi’s former CEO Charles “Chip” Bergh advises against reaching for the washing machine immediately. Speaking to CNBC, Bergh explained: “True denim heads… will tell you to never put your denim into a washing machine. So that’s what I do.”

Instead, he recommends spot cleaning for small stains and even washing jeans in the shower if they become heavily soiled. Frequent machine washing, he notes, can cause denim to fade prematurely and lose its shape.

Levi’s website echoes this advice: “Do up any zips or buttons and use the gentlest cycle… consider vinegar as a natural alternative to fabric softener to soften denim and reduce residue.”

The brand suggests washing jeans roughly once every ten wears to maintain quality. With styles ranging from flared to baggy, following these simple tips can help your denim last longer, stay comfortable, and look sharp without sacrificing style.