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Levi’s CEO Chip Bergh is urging customers not to wash their jeans, and definitely don’t put them in the freezer to kill bacteria and germs.

“That’s an old wives’ tale,” Bergh said on CNN’s Business Markets Now show. “It does not work.”

Bergh has long been an advocate of allowing gunk, stench, and generally foul odors to fester long-term in your denim, arguing that not cleaning them preserves the fit and also helps the environment by saving energy and water.

“I know that sounds totally disgusting,” he said. “It’s fine, I have yet to get a skin disease or anything else. It works.”

Meanwhile, we’re told Hammer of the Hammer and Nigel show is a fan of not washing his crotch, arguing it helps to preserve his naturally masculine odor, and allows his virile scent to be detected by females in heat.