Levi Strauss company says Don’t wash your jeans, freeze them

Media

Don’t wash your jeans, freeze them; says Levi’s

5:11 AM, 24th May 2014
Levi Strauss & Co save water initiative
Levi Strauss CEO Chip Bergh says, customers can just freeze their jeans to clean them, instead of washing them.

SAN FRANCISCO, US: Levi Strauss & Co CEO Chip Bergh made headlines, saying Levi’s customers can just freeze their jeans to clean them, instead of washing them. The idea is that by washing their jeans very rarely, customers can save water - an issue Levi’s has become increasingly concerned about recently as they’ve tried to cut down on water consumption during their manufacturing processes. Some of their jeans come with instructions that tell customers to ‘wash them as little as possible’ and ‘throw them in the freezer to kill germs and stink’ instead.

Saving water is a laudable goal - and washing jeans when they don’t smell is indeed wasteful. But on the rare occasions that they start to stink, there’s a problem with Levi’s recommended solution, which has since become internet lore. The ‘germs’ Levi’s refers to are bacteria that live on your own skin and migrate onto denim over time, causing it to smell.

Washing the denim kills bacteria, as does raising its temperature to extremely high levels - at least 121°C. But freezing a pair of jeans, alas, is not likely to kill all the bacteria on them.

“We freeze bacteria at -20 or -80°C and can then regrow them,” said Julie Segre, Researcher, National Human Genome Research Institute who studies the bacteria that live on human skin.

Sure, overnight freezing might kill most of the bacteria. But if some remain, they’d likely be able to recolonize the denim quickly after it warmed back up. That’s because the dirt and dead skin cells present in the jeans - which serve as the bacteria’s substrate - are left entirely intact by freezing.

Segre, in fact, thinks removing these substances is actually more important than killing bacteria for eliminating jeans’ odour - which is why freezing just isn’t effective, and old-fashioned washing is.

For their part, Levi’s spokespeople have even admitted that the freezing idea originally came from designers, and they have no scientific evidence that it works. Of course, their efforts to reduce water use in the production of their denim are admirable, and they’re probably right in telling customers that they don’t need to wash their jeans very often, especially if they don’t smell.

But when they do start to stink? “I wash my clothes to remove the dirt and to render them clean,” said Segre.

 

© Vox News

0 Comments

Login

Your Comments (Up to 2000 characters)
Please respect our community and the integrity of its participants. WOC reserves the right to moderate and approve your comment.

Related News


CB&I completes acquisition of Shaw Group

THE WOODLANDS, US: CB&I has completed the acquisition of The Shaw Group. CB&I and Shaw shareholders overwhelmingly approved the transaction in ...

Read more
DKSH expands personal care business in US

ZURICH, SWITZERLAND: DKSH Business Unit Performance Materials announced considerable growth in the personal care industry in the US with important new ...

Read more
Celebrate world radio day, celebrate science

SINGAPORE: 13 February is World Radio Day, a day to celebrate radio as a medium; to improve international cooperation between broadcasters; and to enc ...

Read more
Technip awarded contract to revamp conversion unit in Mexico

PARIS, FRANCE: Technip, in a consortium with Construcciones Industriales Tapia, was awarded by Petroleos Mexicanos (PEMEX) through its subsidiary PEME ...

Read more
Mylan appoints Melina Higgins, Rajiv Malik to the board

PITTSBURGH, US: Mylan Inc has appointed Melina Higgins, a former partner at Goldman, Sachs & Co, and Rajiv Malik, currently Mylan’s Presiden ...

Read more
Jacobs awarded Luberef’s refinery expansion contract in Saudi Arabia

PASADENA, US: Jacobs Engineering Group was awarded a contract from Luberef (JV between Saudi Aramco and Jadwa Industrial Investment) to provide projec ...

Read more
Copyright © 2014. Kimberlite Softwares Pvt. Ltd., India. All rights reserved.
World of Chemicals.