The rise of the 'no-wash' movement

A growing number of individuals are subscribing to the 'no-wash' movement, which advocates for less frequent washing of clothes, or not washing them at all. Matilda Welin conversed with several 'no-wash' and 'low-wash' proponents, including Bryan Szabo and his team who have dedicated countless hours to examining photographs of well-worn jeans. They appreciate the unique patterns and hues that emerge on the fabric over time, and even host a competition, the Indigo Invitational, where participants from around the globe wear raw denim jeans for a year. The jeans that exhibit the most impressive patterns and colours are declared the winners.

However, the competition is not solely about the jeans; it also promotes the concept of infrequent washing. This is because denim tends to soften when it comes into contact with soap and water, which can diminish the clarity of the patterns and colours. Therefore, to achieve the best results, competitors endeavour to avoid washing their jeans. This practice is adopted by a wide range of individuals, from members of a no-wash club to the CEO of Levi's. Bryan Szabo himself began to wash his clothes less frequently when he purchased his first pair of raw denim jeans in 2010. He took these jeans with him on a six-month trip to Europe, during which he admitted that his jeans developed a foul odour, but he was not perturbed by it. Interestingly, he met his future wife on this trip, and she was not bothered by the smell either.

In the Indigo Invitational competition, the majority of competitors refrain from washing their jeans until they have worn them between 150 and 200 times. Bryan Szabo noted that some of the jeans develop an unpleasant odour by the end of the year. However, instead of washing their jeans, competitors employ other methods to maintain them, such as exposing them to sunlight or airing them out overnight. Bryan Szabo also resorts to using the washing machine when his jeans emit a particularly strong odour. But the trend of washing clothes less frequently is not confined to jean wearers. In 2019, designer Stella McCartney revealed her own low-clothes-cleaning habits, stating that she only washes her clothes when absolutely necessary and expressing her dislike for dry cleaning. Other individuals are also reducing the frequency of their laundry due to environmental concerns or to save on electricity costs. For instance, Mac Bishop, the founder of clothing company Wool & Prince, stated that he began to promote the idea of less frequent washing as it aligned with the principles of convenience and minimalism. He discovered that this concept resonated with male consumers, particularly those who were not fond of doing laundry. He also found that women were more likely to reduce the frequency of their laundry for environmental reasons.