Today ‘s Wall Street Journal has an article on Carl Chiara’s methods for cleaning your jeans. Chiara is the director of brand concepts and special projects for Levi Strauss & Co.
Mr. Chiara recommends washing jeans as infrequently as possible—and never in a washing machine. He spot cleans his with Windex or 409 until they really need cleaning. And then he hand washes them in a bathtub.
Now, I’m not posting about this because I want to promulgate this idea of treating jeans like a fine hand-washable. Personally, the reason I’m darn loyal to Levis is precisely because they do shape to your body, even with machine (gasp!) washing. I’m posting because this is pretty nifty media work on the part of Levi Strauss. Getting the Wall Street Journal to run an article on not washing your jeans? Color me impressed.
