The Denim Lover's Care Guide

Denim is a rugged fabric that doesn’t need washing after every wear. In fact, the only way to avoid fading your true blues is to not wash them regularly. However, this then poses the age-old question of: just how often should you wash your jeans? Well, it all depends on your comfort level and the style of denim. Our Kate and Twiggy jeans have a great deal of Lycra recovery that maintains its shape for three to five wears. More rigid jeans, like our Sophie Authentic, should go much longer without a wash – around every eight to 10 wears.

Machine Wash


A more practical and careful approach is to turn your jeans inside-out when washing, use cold water and place your machine on a gentle cycle. This will be easier on the fibres, and helps to preserve the colour.

Detergent Counts


Harsh detergents can strip your jeans of their colour, so use a mild soap to keep the indigo looking fresh! For an even gentler, more natural experience, soak your jeans in a cold-water bath with a cup of distilled vinegar, or add a cup of vinegar to your cold-water cycle. Vinegar is an ingredient that works wonders.

Detergent Counts


Harsh detergents can strip your jeans of their colour, so use a mild soap to keep the indigo looking fresh! For an even gentler, more natural experience, soak your jeans in a cold-water bath with a cup of distilled vinegar, or add a cup of vinegar to your cold-water cycle. Vinegar is an ingredient that works wonders.

Should you put your jeans in the dryer?


A washing machine is acceptable, but a dryer ruins denim’s Lycra, indigo and fibres; so, it’s best to hang your jeans up to air dry. It feels a bit crunchier and rougher, but it’s definitely better for them. That initial ‘ugh, stiff jeans’ feeling should wear off in an hour.

Always Read The Label


To keep your coveted denim pieces lasting from one season to the next, be sure to always review the specified care instructions. Simply find the label on the inside of your jeans, and read carefully before laundering. The time and added bit of effort will make all difference.

Always read The label


To keep your coveted denim pieces lasting from one season to the next, be sure to always review the specified care instructions. Simply find the label on the inside of your jeans, and read carefully before laundering. The time and added bit of effort will make all difference.

Guaranteed comfort


The innovative stretch woven into each of our jeans will seamlessly mould to accommodate your silhouette and day-to-day movements. After each wear, they will return back to their original shape – ensuring a consistent fit you’ll always love.

Accept your denim


For as much as you try to keep them looking brand-new – be it by steaming, a vinegar soak or waiting between washes – ultimately, the coolest thing about denim is that it gets better with age. Your denim is alive and wants to evolve organically; so, embrace the whiskering and love the lived-in look of those natural wear patterns.

Accept your denim


For as much as you try to keep them looking brand-new – be it by steaming, a vinegar soak or waiting between washes – ultimately, the coolest thing about denim is that it gets better with age. Your denim is alive and wants to evolve organically; so, embrace the whiskering and love the lived-in look of those natural wear patterns.