Levi's CEO settles the debate on just how often you should wash your jeans
There are a lot of diverse opinions on the topic.

How often should you wash your jeans?
Social media has become a fertile breeding ground for conversations about hygiene. Whether it’s celebrities bragging about how little their family bathes or battles over how often people should wash their sheets or bras.
One of the debates that gets the most diverse responses is how often people wash their denim jeans.
Denim atelier Benjamin Talley Smith tells Today that jeans should be washed "as little as possible, if at all.” Laundry expert Patric Richardson adds they should be cleaned “after nine or 10 wearings, like to me, that is the ideal." At that point, they probably have stains and are "a little sweaty by that point, so you need to wash 'em," Richardson says.
Still, some people wash and dry them after every wear while others will hand wash and never hang dry. With all these significant differences of opinion, there must be a correct answer somewhere, right?
The CEO of Levi Strauss, Charles Bergh, has stepped up to set the record straight on when and how to wash your jeans. He caused a stir in 2014 when he said he only washes his jeans once a year, but it was for environmental reasons more than hygiene.
He later clarified his thoughts in a blog post, “The Dirty Jean Manifesto” he posted to LinkedIn.
“I made this provocative statement because I believe strongly in what our brands stand for: quality, durability and lasting products made sustainably. I also said it because I believe we don’t need to wash jeans as often as most people think we do,” Bergh wrote.
"We learned that an average pair of jeans consumes roughly 3,500 liters of water — and that is after only two years of use, washing the jeans once a week," Bergh wrote. "Nearly half of the total water consumption, or 1,600 liters, is the consumer throwing the jeans in the washing machine. That’s equivalent to 6,700 glasses of drinking water!"
To add to the problem, denim jeans are often manufactured in places where water is scarce, such as India, Pakistan, Mexico, China and parts of California.
Bergh recently spoke with CNBC’s Christine Tan and clarified his thoughts on jean cleanliness.
“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,” Bergh explained. “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.”
However, when Bergh washes his jeans in the shower, he does it while wearing them and washing them with soap. The image that the scene conjures is of a cowboy bathing in a cartoon, clothes on and all.
There are a lot of different opinions on how often one should wash and dry their jeans and many of them boil down to personal preference. But the debate on the topic has brought up one very big point we should all consider: when choosing how often we wash our jeans, a big part of the decision should be considering the amount of water we use.
This article originally appeared 1 year ago.
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Resurfaced video of French skier's groin incident has people giving the announcer a gold medal
"The boys took a beating on that one."
Downhill skiing is a sport rife with injuries, but not usually this kind.
A good commentator can make all the difference when watching sports, even when an event goes smoothly. But it's when something goes wrong that great announcers rise to the top. There's no better example of a great announcer in a surprise moment than when French skier Yannick Bertrand took a gate to the groin in a 2007 super-G race.
Competitive skiers fly down runs at incredible speeds, often exceeding 60 mph. Hitting something hard at that speed would definitely hurt, but hitting something hard with a particularly sensitive part of your body would be excruciating. So when Bertrand slammed right into a gate family-jewels-first, his high-pitched scream was unsurprising. What was surprising was the perfect commentary that immediately followed.
This is a clip you really just have to see and hear to fully appreciate:
- YouTube youtu.be
It's unclear who the announcer is, even after multiple Google inquiries, which is unfortunate because that gentleman deserves a medal. The commentary gets better with each repeated viewing, with highlights like:
"The gate the groin for Yannick Bertrand, and you could hear it. And if you're a man, you could feel it."
"Oh, the Frenchman. Oh-ho, monsieurrrrrr."
"The boys took a beating on that one."
"That guy needs a hug."
"Those are the moments that change your life if you're a man, I tell you what."
"When you crash through a gate, when you do it at high rate of speed, it's gonna hurt and it's going to leave a mark in most cases. And in this particular case, not the area where you want to leave a mark."
Imagine watching a man take a hit to the privates at 60 mph and having to make impromptu commentary straddling the line between professionalism and acknowledging the universal reality of what just happened. There are certain things you can't say on network television that you might feel compelled to say. There's a visceral element to this scenario that could easily be taken too far in the commentary, and the inherent humor element could be seen as insensitive and offensive if not handled just right.
The announcer nailed it. 10/10. No notes.
The clip frequently resurfaces during the Winter Olympic Games, though the incident didn't happen during an Olympic event. Yannick Bertrand was competing at the FIS World Cup super-G race in Kvitfjell, Norway in 2007, when the unfortunate accident occurred. Bertrand had competed at the Turin Olympics the year before, however, coming in 24th in the downhill and super-G events.
As painful as the gate to the groin clearly as, Bertrand did not appear to suffer any damage that kept him from the sport. In fact, he continued competing in international downhill and super-G races until 2014.
According to a 2018 study, Alpine skiing is a notoriously dangerous sport with a reported injury rate of 36.7 per 100 World Cup athletes per season. Of course, it's the knees and not the coin purse that are the most common casualty of ski racing, which we saw clearly in U.S. skier Lindsey Vonn's harrowing experiences at the 2026 Olympics. Vonn was competing with a torn ACL and ended up being helicoptered off of the mountain after an ugly crash that did additional damage to her legs, requiring multiple surgeries (though what caused the crash was reportedly unrelated to her ACL tear). Still, she says she has no regrets.
As Bertrand's return to the slopes shows, the risk of injury doesn't stop those who live for the thrill of victory, even when the agony of defeat hits them right in the rocks.