Never Wash Your Jeans?

That's right. Apparently the CEO of Levi Strauss says you should never wash your jeans.  He said this while he was wearing a pair of jeans he'd had for a year and they hadn't been washed. Eeuuwww. Hopefully he doesn't wear them every single day.
Now, I'm definitely someone who washes things as little as possible. Washing, while getting things clean, also wears your clothes out, so if they aren't dirty and they don't smell, I don't wash 'em. But NEVER? No.
And clearly the guy isn't dealing with kids or animals on a regular basis. Most parents of small kids walk around with goodness knows what stuck to their jeans, hand prints on the thigh, - you know what I'm talking about. When I come in the front door, even if I've only been out for a minute, the dog greets me like some long lost wanderer and paws me on the calf - even if she's been digging in the back garden. Much as I'd like to, there's no way I could wear my jeans for a year without introducing them to the washing machine. Sigh...
Interestingly though, there were some people on the news show that also rarely washed their jeans, so I could well be a lone voice in this crucial conversation.
What about you?