I thought it was crazy but he swore by them so I tried it. They were thick, stiff and uncomfortable at first, but after a couple months had transformed themselves into my favorite thing ever as they "wore in".
After a year of everyday wear they start developing holes. But they're far too expensive to throw away, so first I took them to the local "denim surgeon", but then realized I could learn to darn them myself.
I bought myself the cheapest Singer sewing machine, a darning attachment, and specialty denim thread, and in the past 4 years have probably darned 30 holes across 3 pair, also reinforcing button holes and pocket edges. They look great and unique and are completely "me". I have no doubt the jeans will last me for another 10 years at least, and will turn out to have saved me money in the long run (crazy!).
It's very satisfying to have things you care for, that aren't disposable, and are worth the effort of maintaining. But really, the only clothing items for men that seem to be constructed with enough quality in the first place to be worth maintaining are things like raw denim jeans, leather boots (e.g. Red Wings) and quality leather jackets.