Date with Denim

Create wear and tear
Wear new jeans as many times as you can stand before washing them. (Just air them out if they get sweaty; brush them off if they're dirty.) Frequent wear locks in your natural stress marks, which is the look most jeans makers spend a lot of money trying to imitate. This trick works even better on untreated, "raw" denim (test: the indigo comes off on a piece of white paper.

Wash sparingly
Even after they're broken in, you shouldn't launder your jeans more than once or twice a month. Over-washing loosens the fibres, causing damage. Remember to rurn jeans inside out before laundering. Use cold water and mild soap.

Skip the dryer
We advise against machine drying denim, it weakens the fabric, alters the fit and the heat will fade and shrink them. Whether you hang them or dry them flat, drying them naturally preserves their shape, allows them to take on a natural aesthetic, and maintains the premium look.

Consider dry cleaning
To maintain the original colour of your jeans, dry clean them. The chemicals preserve the colour of the denim and any treatments the manufacturer used to create the wash. It's more expensive, but it keeps your new jeans looking like they should. But again, don't dry clean more than once a month.