Washing your jeans is an unnecessary process that wastes water and other resources. In fact it has been said that Laundering and washing consume the largest amount of resources and the largest carbon footprint in the life of the garment. The water footprint of a jeans as stated by Imagine All the Water, a site created by the European Commission is 9,982 liters of water which is equivalent to washing your lawn for 9 hours straight.

According to multiple studies performed by students and researchers, Jeans are said to carry similar amounts of bacteria post-wash and pre-wash. Kater Fletcher, A reader in Sustainable Fashion at the centre for Sustainable Fashion said rather than being based on hygiene, washing clothes can be "a habit and an activity closely tied in with social acceptance, personal and romantic success and happiness".

Furthermore, by finding alternative ways to keep your jeans fresh, we can reduce our water consumption and therefore put this precious resource to better use as it not as limitless as it may seem. It’s now a matter of just making wearing unwashed jeans ‘cool’. Iconic persons like Tommy Hilfiger and Anderson Coopersupport the ‘never wash your jeans’ mantra – its not only better for your jeans but also better for the environment.

Companies such as Levi’s and Nudie Jeans have recognised this reality and have resultantly employed various strategies to reduce water wastage in the production and usage of jeans whilst still providing quality products. 

This poster image aims to not only raise awareness of this issue but also provide advice on ways in which consumers can reduce their water consumption through alternative cleaning methods for preserving your trusty jeans. 

Carmen Famularo