I think I take good care of my jeans. After at least 3 wearings, I wash them in cold water and hang them to dry. But Levi's CEO Chip Bergh is way more eco-friendly than I am: He "pointed to the dark denim Levi's he was wearing and noted that although they were a year old 'they have yet to see a washing machine.' Then he quickly added: 'I know that sounds disgusting.'"
Denim does, admittedly, get a rather sour odor if it does not dry within a couple of days. That specific, yucky smell is also apparent to me after more than 3 wears.
Bergh's one year without washing grosses me out, but here is what the rest of the article about denim care and astonishing amount of water that care entails.
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