Wow, the CEO of Levi's is seriously promulgating nonsense when it comes to denim care. Ya boy is really out here telling people to straight up not wash their jeans at all, bragging during a sustainability discussion, by way of The Today Show, that his current pair of jeans haven't been washed for a year straight. Sure, the CEO of Levi’s probably doesn't generate a lot of heat and sweat in his jeans seeing as he's a fucking CEO, but still, this is terrible advice. TERRIBLE. Not two months ago, I admonished the Detroit Denim Company for suggesting customers put their jeans in the freezer or soak them in vinegar rather than washing them. HOW MANY TIMES DO I GOTTA LINK TO THIS VIDEO OF KIYA AND ANDREW AKA THE REAL DENIM LORDZ TELLING YOU ASSHOLES TO WASH YOUR JEANS?

Listen, I'm not saying you gotta wash them after every wear, especially when you're not wearing your jeans every day, but c'mon, this "I'll wash them when I die" shit is so stupid. All the alternatives don't even make any sense when you think about it. THE FREEZER? YEAH, YOU DON'T LIVE IN A FUCKING RESTAURANT SO IT DEFINITELY DOES NOT GET COLD ENOUGH TO KILL ANY BACTERIA. DIPPING YOUR JEANS IN THE OCEAN? UM, THAT MAKES THEM SMELL LIKE—DUH—THE OCEAN: BRINEY AND SEAWEEDY AND GROSS. VINEGAR? VINEGAR?! GET THE FUCK OFF OUR URL IF YOU'RE THE KIND OF MONSTER WHO SOAKS HIS JEANS IN GODDAMN VINEGAR. Please, everyone, I beg of you, just wash your fucking pants.