Denim loves to be worn, not washed — the less you wash, the longer your colour stays rich and vibrant. Traditional denim is dyed on the surface of the fibres, so repeated washing gradually fades the colour. Aim to wear your jeans around 3 times between washes to keep them looking their best. Freshen them up between wears by airing them and spot cleaning. When it’s time to wash, turn your denim inside out and use a cool cycle (max 30°C) to protect the dye. Line-dry away from direct sunlight, and skip the tumble dryer to prevent shrinkage. If your denim feels a little stiff or creased, a warm iron on the reverse can help smooth out, but wearing will also naturally soften the fibres and mould comfortably to your body.