For years, denim experts have been telling people to stop washing their jeans so much. Rarely washing the popular pants keeps the fibers in better shape longer; if they smell, some have suggested popping them in your freezer (though the research is dubious). But Levi’s CEO Chip Bergh recently did an interview with CNBC in which he gave another option for cleaning your jeans — just wearing them while you shower.

“If I drop some curry on my jeans, I’m gonna clean it. But I’ll spot-clean it. And if they get really gross, you know, if I’ve been out sweating or something, and they get really gross, I’ll wash them in the shower,” he told the outlet in September.

He goes on to clarify that he soaps up the jeans just like he cleans his body. 

Levi’s declined SFGATE’s request for clarification on whether he’s using body wash on his jeans or if he’s taking laundry detergent in with him.

The official stance from the 170-year-old San Francisco brand is that washing your jeans about every 10 wears is optimal, though Bergh said he washes his much less often. “What true denim heads, people that really love their denim, will tell you is to never put your denim into a washing machine. So that’s what I do,” he told CNBC.

Bergh also credits his commitment to sustainability for his habits. Washing machines use a lot of water, and while the denim industry consumes huge amounts of water to make its products, how often a customer washes them also takes a toll on the environment.