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â€œIf you talk to real denim aficionados, they will all agree you should never put your jeans in the wash,â€ he told the US broadcaster.
â€œI 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.â€
So whatâ€™s the verdict â€“ should you be chucking your jeans in with your coloured wash, or does Bergh have a point?
John Reid, managing director at clothing retailer Garment Quarter, agrees Berghâ€™s advice makes a lot of sense.
â€œWashing your denim jeans can alter the make-up of the material itself, and in fact, your favourite pair of jeans donâ€™t need to be washed as frequently as you may think,â€ he tells Yahoo UK.
â€œThe sheer amount of water that they are exposed to in a washing machine can be the culprit for affecting the look and colour of the denim by fading over time.
â€œCotton based denim jeans with little stretch to them will become more comfortable over time.â€
There is, however, an exception to the rule â€“ and thatâ€™s if your jeans are made from a material blend containing elastane, rather than a raw denim blend.
â€œIf jeans have an elastane component, regular washing can actually help the fabric to shrink back down after being stretched due to wear.â€
READ MORE: Designer wants to make thong jeans happen
So what about your other (ie non-stretchy) jeans? Hereâ€™s what you can do to avoid compromising your jeans in the washing machine.
Spot clean them
If itâ€™s simply a case of a food (read: chocolate) stain or two, you can use this method to clean them up.
â€œKeep your designer jeans in top condition by â€˜spot cleaningâ€™ any stains by using a toothbrush and a mixture of water with a gentle detergent. Doing this will not only reduce the risk of fading the dye, but youâ€™ll also be helping the environment by reducing your water usage.â€
Your freezerâ€™s not just for peas and leftovers â€“ apparently, you can use it to keep your jeans hygienic without compromising their look, according to Reid.
â€œFold the jeans and place inside an airtight freezer bag before putting them in the freezer overnight and any bacteria will be killed by the cold temperatures,â€ he advises.
Try a neutraliser spray
Another method for freshening up worn, but not soiled, jeans is to use a dry wash spray. Day2 is a range of aerosol sprays said to work in the same way as dry shampoo for clothes.
They even produce a denim-specific spray, called Day2 Dry Wash Spray Denim (Â£7.50 for 200ml) which is said to protect jeans fibres from wear and tear, slowing the fading process.
Hand wash them
Got your jeans really, really dirty and itching for a more thorough clean? Make like Leviâ€™s Bergh, and hand wash your jeans in cold water.
â€œOr hop in the shower with them on and soak them down and rinse them off â€” I do that too,â€ he suggested to CNN. Well, thatâ€™s one way to wake up.
Wash with cold water
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