The CEO of Levi-Strauss is telling people not to wash their jeans. Ever. Instead, he advocates using a sponge to treat dirt and stains. To be fair, he was addressing the criticism that the making and wearing of blue jeans use too much water and he pointed out that 50% of that was because of the consumer washing their jeans too often.

According to the CEO, Chip Bergh, real aficionados of denim advocate never washing them, just spot cleaning them with a toothbrush or sponge. Bergh then pointed out that the jeans he was wearing were a year old and had never been washed. You can see the accompanying video below.