How often you should wash your jeans as Levi's CEO warned customers you never should

Now, I imagine that washing your jeans is something you don't think too much about.

After all, most of us are too busy to consider anything beyond chucking them in the washing machine with the rest of our dirty laundry and getting on with the rest of our day.

But what if I told you that your convenience habits could be damaging your precious denim.

According to the former CEO of Levi's, there is actually a very specific set of guidelines you need to follow in order to achieve optimal results.

Which side of the debate are you on? (Getty Stock Images)

When it comes to the denim industry, few brand names are more respected than Levi's.

A company which is steeped in textile history, founder Levi Strauss was the co-inventor of our trusty blue jeans, alongside Jacob Davis, which means you'd hope any items you invest in from the company would be built to last.

How should you wash your jeans?

Charles 'Chip' Bergh was CEO of the company from 2011 until his retirement in 2024, and he made sure to let people know that you need to show your jeans some love to get optimal results.

"I never said don’t wash your jeans," he explained to CNBC, squashing the rumour that jeans are at their best when crusty (contrary to the beliefs of some people).

Levi's are one of the biggest players in the denim industry (Scott Olson/Getty Images)

"True denim heads, people that really love their denim, will tell you to never put your denim into a washing machine. So that’s what I do.

"If I drop some curry on my jeans, I’m gonna clean it. But I’ll spot clean it. And if they get really gross you know, if I’ve been out sweating or something and they get really gross, I’ll wash them in the shower."

So there you go, spot clean every-time you drop a bit of your dinner or bring them in the shower for a more thorough scrub.

What other advice does Levi's have for denim washing?

According to the Levi's website, you should aim to wash your denim 'sparingly' which equates to around one wash per 10 wears. Unless they're filthy or smell foul, in that case put them straight in the wash. Spot cleans (using a sponge or toothbrush) are also favoured in order to allow you the ability to stretch out your denim wash days effectively.

If you do end up popping them in the wash, guidance suggests that you turn them inside out, do up any zips of buttons and use the gentlest cycle in order to get the desired effect.

Perhaps the most interesting nugget of advice is swapping out fabric softener for vinegar which is said to 'soften' denim naturally and reduce any residue.

So next time you see someone stood in the shower scrubbing their jeans with vinegar, fear not, as you're simply witnessing a dedicated denim head in action.