You Should Never Wash Your Jeans

I have heard this before and I am almost certain this fella is not the only one suggesting this.  It really is a bummer when you get some nice shiny new clothes only to have them look really old and lifeless after a couple of washes.  Here is a tip from the CEO of Levis:

Chip Bergh is the CEO of Levi's and he says that the right time to wash your jeans is... never.  He says the best way to break them in is to just let them be.  It makes them get better and better and helps the environment.  He said, "I know that sounds totally disgusting, I know it does."  ? YA THINK? He then went on to say that you can spot clean it, air dry it and it's fine.  "I have yet to get a skin disease or anything else."

Well I am not so sure I'd be willing to try it... EVER?  NEVER EVER?