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Chip Bergh, who heads up the denim company, believes you should never, ever wash your jeans.
In fact, his favourite pair have never been for a spin in the washing machine - and he previously revealed he has been wearing them for 10 years.
According to Chip, washing them in a machine wears down the material, so you should just be spot cleaning when they get any stains.
But if it's more than a spot clean can fix, Chip will hand wash them to freshen them up.
"If you talk to real denim aficionados, they will all agree you should never put your jeans in the wash," the denim expert told CNN.
He continued: "I spot clean my jeans when they need to be washed. Worst case, I hand wash my jeans. And I do it myself. I mean I love my jeans, and I take good care of them."
While spot cleaning might make them look clean, what about germs?
Kelly Love, co-founder and CEO of non-toxic cleaning brand Branch Basics, says that not washing them isn't a big deal.
Instead, she suggests putting the jeans out in the sun to air them out for a fresh feel.
"Of course it depends on where you're wearing your jeans and what's getting on them, but normal wear is not going to pose a health threat and doesn't warrant fear of grossness," Kelly explained. "At least not from the microbes picked up from your skin and being out and about town."
She continued: "Sunning outside in the hot sun for several days - ideally until there is no odour - is actually better than washing for breaking down the volatile organic compounds.
"Sunning is also better for the environment, conserves water and energy, and, in fact, a good practice for all clothes because it reduces the number of washings required to remove chemical residues."
Better for the environment and your purse strings.
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