For all those proud wearers of unwashed jeans, there is gold standard endorsement now—Levi’s has advised all denim-wearers to shrug off their moms’ insistence that their jeans need to go into the laundry basket. As per an Economic Times interview with Levi’s vice-president (sustainability) Michael Kobori, denim-wearers who swear by the brand are taking the #WashLess pledge and, given that a pair of jeans drains 3,800 litres in its lifetime, are doing the water conservation a world of good. Kobori himself wears a pair over 6 months before it makes it to his washing machine.
But all this must surely come at a cost? For one, if you are the average Indian donning a pair, intending to match Kobori’s standard, the climate here is definitely not your best friend—for nine months out of 12 if you live in the northern states, the year round if you are elsewhere. It is guaranteed that family, friends, foes and strangers would raise a stink if you braved the climate to be faithful to a pair, just as your jeans start a olfactory offensive of their own. The only solution, to beat the weather and remain committed to #WashLess is to have wardrobe full of denim so that you may rotate and wear. But, then, good luck blowing a hole in the pocket of your prized pair!