Denim gets better with wear. Strong, timeless and made to live in, it naturally develops more character over time. Washing less and treating it gently helps preserve its colour, shape and feel for longer.
1. wash less
Denim doesn’t need to be washed after every wear. Airing it out is often enough to freshen it up. When washing is needed, always check the care label first. Turn your denim inside out, wash with similar colours and choose a gentle cycle with cold or lukewarm water. Use a mild detergent and avoid high temperatures to help protect the colour and fibres.
2. dry naturally
After washing, gently bring your denim back into shape and let it air dry naturally. Avoid the tumble dryer where possible, as high heat can cause shrinkage and put extra stress on the fabric. Keep dark denim away from strong, direct sunlight while drying to help preserve its colour.
3. treat stains early
A small mark doesn’t always call for a full wash. Gently dab the stain instead of rubbing it into the fabric and treat only the area that needs it. Always use a product suitable for denim and test it on a hidden area first.
4. embrace the fade
Denim naturally changes with wear and washing. Colour may soften and subtle fades may appear over time, that’s all part of what makes each piece your own. Wash gently and only when needed to let that
character develop naturally.
5. store it well
Make sure your denim is completely clean and dry before storing it. Fold jeans and heavier denim pieces carefully, while jackets or shirts can be kept on a well-fitting hanger.
Store them somewhere cool, dry and away from direct sunlight to help keep the colour and fabric at their best.
wardrobe favourites
