Levi’s advises customers not to wash their jeans after every use, suggesting around ten wears before the first wash. According to the brand, frequent washing weakens denim fibers, causes faster color fading, and reduces the overall lifespan of the jeans.
Denim is meant to adapt to the wearer’s body over time, and less frequent washing helps maintain its shape and fit. Instead of regular machine washes, Levi’s suggests spot cleaning and airing out jeans.
The practice also helps conserve water and reduce environmental impact, as washing contributes significantly to a pair of jeans’ lifetime water footprint.