Mr. Chiara, who says he wears jeans every day in both work and social situations, believes that "the less people wash their jeans, the better their jeans become. Denim really does shape to people's bodies, and when you wash a jean you lose some of that shape."
Of course, if you don't wash your jeans they tend to get dirty and smelly, making you look bum rather than hip. What's the solution? Easy: BUY MORE JEANS and don't clean them much. Just like Mr. Chiara.
This is not to say that Mr. Chiara doesn't ever clean the 15 pairs of jeans that he owns. He gently spot-cleans spills with a damp sponge and "whatever is under the kitchen sink—usually Windex or 409."
15 pairs of jeans per person - what a concept from a Levi Strauss marketing guy! Who would've thunk?!
tags: 10x, information, market, business, psychology
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