Levi Strauss CEO Chip Bergh has cleared up once and for all how often you should really wash your jeans. And that is "never".
A double-denim wearing Mr Bergh told Fortune magazine that they were trying to educate the consumer, News.com.au reported.
Talking about his own pair of jeans that are a year old, he said they are "yet to see a washing machine".
He said that if you talk to real denim aficionados they'll tell you "don't wash your blue jeans, just take a sponge or toothbrush."
Berg, who used to run Proctor and Gamble's Gillette business, said that the company is trying to be the ultimate in "slow fashion" in contrast to the throw away mentality of clothing giants such as H and M.
He added that they are the ultimate in sustainable apparel.