Levi's CEO Says Don't Wash Your Denim

Denim aficionados claim you should never wash your jeans, instead freeze them once a month.
2:09 | 05/21/14

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Transcript for Levi's CEO Says Don't Wash Your Denim
Well, sometimes it pays to be a little dirty. At least when it comes to your skaen jeans. Here's why. You want to know what comes between me and my calvins. Nothing. Reporter: Brooke shields may not have had anything come between her and her calvins. But this morning, the head of Levis in a q&a says you should never let a washing machine come between you and your jeans. These jeans are maybe a year old. And these have yet to see a washing machine. I know that sounds disgusting. I know it does. Reporter: He's not just airing his dirty laundry. He says it's about keeping your denim's perfect color and shape. How often should you wash your blue jeans, chip? Not very often. If you talk to denim aficionados, they tell you not to wash your blue jeans. I never wash my Levis. For a week? Months. Reporter: Experts suggest eliminating odor by spritzing jeans with white vinegar or alcohol. They also recommend freezing your jeans once a month to kill off the smell caused by bacteria. The process can be seen here in this demo video from the gap. Turn them inside-out. And I freeze them overnight or for two days. Reporter: It's a genius idea to keep you looking fly. I did not know they were adding that sound effect. We asked you on Twitter, how long have you gone without washing your jeans. And a lot of people have gotten back to us, including the lead singer of Paramore who says she didn't wash hers all tour long. We froze a pair of jeans, guys. You want to thaw them before you put them on. And well -- I don't know. I don't know. Hold on. Let me do this. I didn't realize this was a thing. But I wash my jeans probably every other wear. Oh, well. I guess mine are faded. The jury's still out on that. I like the idea of the vodka thing. You would like that one, Lara. Do you hear that noise?

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