Designed for every day
Composed of just a few essential elements, blue denim is a timeless wardrobe staple that allows for continuous reinvention and recreation. Our core collection features a range of classic 5-pocket silhouettes, designed with a focus on longevity and everyday wearability.
How to keep your denim looking great, and save on resources
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.