Obviously he doesn't do much, if any, physical work. Washing jeans in the shower that have been worn doing farm or landscaping work (mud), or doing construction such as masonry, electrical, carpentry (ground in dirt) are not going to get very clean washed in the shower in any reasonable amount of time. Swimming in them would be more effective. He must think everyone that wears the company's product has a desk job, and lives in the city. I think Levi's has lost market share due to recent weirdness such as this, as it doesn't set well with many customers. The last 2 pairs of jeans I've bought are Wrangler, and I find they hold up better than the Levi's I've had in recent years.