How to Care for Your Denim

Great denim only gets better with age — if you look after it. The single biggest favour you can do a pair of jeans is to wash them far less often than you think.

## Wash less, and wash cold

Denim doesn't need a wash after every wear. Spot-clean small marks, air them out overnight, and only run a full wash every few weeks of regular wear. When you do wash, turn them inside out, use cold water and a gentle cycle, and skip the fabric softener — it coats the cotton and dulls the indigo.

## Dry naturally

Tumble dryers are hard on denim: the heat shrinks the cotton and weakens the fibres over time. Hang your jeans to dry instead. They'll hold their shape and their colour, and the fit stays true wear after wear.

## Let the fades happen

The soft whiskering and honeycomb fades that make denim personal come from being worn, not washed. Wear them, live in them, and let the fabric mould to you. That's the whole point of a proper pair of jeans.