Celebrity stylist Ranya Batal (@ranyabatal) posted a video on her platform recently, warning people that they should not be throwing their favourite jeans into the washing machine.
She captioned the post: "Do Not Wash Your Jeans! I know it's gross, but trust me!"
In her video, Batal advised: "Do not wash your jeans - don't do it!
"It affects the fit and the colour, they will fade and they will never fit the same."
She continued to explain that there is a solution, which she believes will leave the jeans looking as good as ever.
"Throw them in a zip-lock bag into the freezer for two days," she said, adding: "Good as new."
And it's not just Batal that swears by the unusual technique of not washing your jeans - in fact, it's something even the boss of denim giant Levi's does.
Like Batal, Levi's CEO Chip Bergh believes you should never wash your jeans because it wears down the material.
He first made the news five years ago when he made the shocking revelation that in the 10 years he has been wearing his favourite pair of jeans, they have never seen the inside of a washing machine.
But rather than tossing them into a freezer in a zip-lock bag, he just spot-cleans them if there's a particular stain, or in worst-case scenarios, hand washes them when they need a quick freshen up.
More recently, he stressed how important it was to stop washing your pants.
In a statement to CNN, he explained: "If you talk to real denim aficionados, they will all agree you should never put your jeans in the wash.
"I spot clean my jeans when they need to be washed. Worst case, I hand wash my jeans. And I do it myself. I mean I love my jeans, and I take good care of them."
This raises the obvious concern about the sheer number of germs that must accumulate on a pair of jeans that haven't been washed properly in more than a decade.
But according to Kelly Love, co-founder and CEO of non-toxic cleaning brand Branch Basics, this isn't a problem.
She reckons just putting them out in the sun to get some air will work wonders.
Love said: "Of course it depends on where you're wearing your jeans and what's getting on them, but normal wear is not going to pose a health threat and doesn't warrant fear of grossness.
"At least not from the microbes picked up from your skin and being out and about town.
"Sunning outside in the hot sun for several days - ideally until there is no odour - is actually better than washing for breaking down the volatile organic compounds.
"Sunning is also better for the environment, conserves water and energy, and, in fact, a good practice for all clothes because it reduces the number of washings required to remove chemical residues."