Don't be a dick with your denim

Denim Care

win the denim pub quiz

Get to know your denim

Do not wash your denim immediately. You must wear them to allow the dye to stabilise in the garment. We recommend a minimum of 7 solid days of wear, but really the longer you wait the better.

How do you want your denim to fade? Ideally wear 6 to 12 months before the first wash to allow the denim to fade on the natural creases that have appeared through wear. These fades will contrast against the darker parts of the denim. After this you can wash the garment more frequently and this contrast will always remain. If you can’t wait this long, wear for 7 full days at the very least, preferably 14, before first wash. This allows the dye to stabilise in the garment.

Rotation of several garments gives you time for this wash/dry routine, plus a range of options from best ‘going-out’ to older ‘going down-the-mine’.

Turn-ups on jeans allow fine adjustment of leg length or can be turned down if you don’t want them.

Our denim is sanforized so first wash shrinkage is minimal. For jeans, expect 1/2 inch in length only. Adjust the turn-up to compensate for this. If you have a pair without turn-ups, no worries, we’ve added extra length to allow for shrinkage.

Gentle spot cleaning of stains with a damp cloth is OK and saves a full wash.

Why not colourfast? It uses harmful chemical processes that go against our sustainability aims. Also looks better in the long run.

Washing Guide

All our denim is raw (not colourfast) and your approach to washing will make it look great or ruin it. From new to first wash is the most crucial time because the dye is more ‘active’.

Machine or soak wash? Both are fine.

Both are fine. Machine will wash deeper and is simpler but you must stick to the rules so you don’t fuck your jeans up. Soak is the gentlest and will fade the least, but won’t get deeper stains out.


Turn inside out.

30 degrees.

Non bio detergent. no stain removers/bleach.
no spin.

To avoid unsightly faded crease marks, don’t leave your denim sat in the machine once the cycle has ended.

Smooth flat by hand and stretch leg seams to prevent shrinkage. drip dry on an airer or washing line.


Lukewarm water in bath or bowl.

Add a little non bio detergent. No stain removers/bleach. Agitate.

Submerge denim.

Soak 30 minutes.
agitate but don’t squeeze.

Rinse in cold water.

Soak in cold water for 10 minutes.

Smooth flat by hand and stretch leg seams to prevent shrinkage. drip dry on an airer or washing line.

Good fades come to those who wait


Don’t buy our denim if you don’t want to give a shit

Do buy our denim if you want to wear something that keeps looking good as it ages

M16 Selvedge Denim Jeans / Double Black

Super heavy 16oz double black selvedge denim. 100% organic cotton, GOTS certified. The slimmest jeans we do – ou...
Quick View

125 Selvedge Shirt

Lustrous 8.5oz selvedge denim with subtle contrast stitching in our new boxy 125 fit. 125 - just like your first moto...
Quick View

GVNR 16 Selvedge Denim Jeans / Indigo

Turn it up to 16. Wearable 16oz dark indigo selvedge.  Our classic GVN...
Quick View

Iron Shirt / Indigo

It was all a terrible mistake. But really it was meant to be. 16oz dark indigo selvedge denim overshirt that will ...
Quick View

Lucky13 Selvedge Denim Jacket

Classic denim jacket style in a fitted cut, with added functional details. Another version of our M16 jacket, now in ...
Quick View

Sold Out

Iron Shirt / Double Black

16oz double black selvedge denim overshirt that will last you for years. Made with great skill and perseverance right...
Quick View

M16 Selvedge Denim Jeans / Indigo

Restocked. Super heavy 16oz dark indigo selvedge denim. 100% organic cotton, GOTS certified. The slimmest jeans we...
Quick View

R14 Regenagri Selvedge Denim Jeans / Indigo

14oz Regenagri® certified selvedge from the Candiani denim mill. Cut in our Contour taper fit with a narrower thigh,...
Quick View