The CEO of Levis says we shouldn't be putting our denims anywhere near a washing machine.
Chip Bergh says he "spot cleans" stains with a toothbrush. He argues that as well as wasting water, washing your best pair of jeans can damage them.
The thinking is that washing them in hot or even warm water either by themselves or alongside other clothes will make them lose their shape, colour and feel faster. Ideally, jean makers say you should only be giving them a quick rinse every - wait for it - eight months.
For the hygienically conscious, there is a tip to deal with bacteria - put them in the freezer overnight, and let them defrost. This way, they keep their colour but lose any nasty bugs.
The boss of Levis isn't alone in his thinking, Nudie Jeans Co also tells its customers not to wash their denims.
