01 WASH LESS
Avoid washing your jeans for as long as possible. No more than after every 5–10 wears. This will help preserve the fit and shape of the denim and, of course, saves water and energy. Spot clean when necessary.
02 WASH COLD
Hand-wash or wash on a cold cycle. Turn the jeans inside out and use a mild detergent. This protects against shrinkage and preserves the colour.
03 AIR DRY
Never put jeans in the dryer. Especially if they are made from stretch denim. Heat can break down the fibres of the fabric and cause it to shrink. Line-dry instead. It’s free, gentler on the garment, and requires zero resources.
raw denim One of the distinctions of raw denim is the high-contrast wear patterns that appear around zones like your knees, lap and pockets. They make raw denim very personal and are unique to your body. If you want these patterns to develop you will need to wear your jeans for a period before their first wash and wash them infrequently after that. If you prefer less contrast and an even fade throughout the fabric, wash your jeans more often.
Turn the jeans inside out and hand wash in cold water with a mild detergent to retain as much indigo as possible. You can also wash the jeans in a machine on a gentle cycle but be sure to wash them alone or with similar colours, as the indigo dye will bleed. Do not tumble dry. Hang to dry – and put an old towel under the jeans to catch any dye that drips.
Be careful when wearing new raw denim as the dye may transfer to light-coloured surfaces, such as shirts, underwear, canvas trainers and furniture.