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Indigo InvitationalYour 365 days Jeans Fading Challenge!
September 1st marks the start of the 5th Indigo Invitational competition. Registration is open. All you need is a new, unworn pair of raw jeans and we can help you with that!
At HebTroCo, all our denim jeans and jackets are raw. Raw means the denim is unwashed and untreated – no rinses, no distressing, no shortcuts. Just pure, unprocessed denim in its most honest form: deep indigo tones, rigid feel, and that unmistakable, fresh out of the bag sulphur scent.
Raw denim fades naturally over time and takes on the shape of your body!
Aging it brings out the true character of your garment. It’s a process that’s very unique to denim and has become a much loved culture and pastime around the world.
Above: Faded HebTroCo jeans
We have a challenge for you.
The Indigo Invitational is the world’s largest raw denim fading competition. Enter and you will have 365 days from September 1st to wear and fade a new pair of raw denim jeans. Participation is free, all you need is a new, unworn pair of raw jeans and an internet connection so you can upload your fading progress each month.
The best fades from around the world will be in for a chance of bagging a fantastic raw denim prize haul – this year we’re contributing some HebTroCo styles to the prize pot.
How does it work?
Start with a fresh, unworn pair of raw denim jeans. All HebTroCo denim jeans are raw, so take your pick. Register for the Indigo Invitational here.
From 1st September start wearing your jeans. Wear them daily (if you can!). You have 365 days on the fading clock. Each month you’ll receive an email from the competition to submit your fading update.
Why bother?
Because this isn’t just about fades – it’s about patience, discipline, and seeing something through. It’s a chance to connect with your clothes, slow down, and create something that’s truly yours.
You’ll watch your denim evolve with every wear – each mark a memory, each crease a chapter. It’s a deeply satisfying process, and an opportunity to be part of a global marathon, joining thousands of others who are doing the same.
Rules?
Of course there are rules to abide by, but we think they’re pretty simple. Just wear your jeans like you usually would and don’t try any dodgy artificial fading tactics – that kind of stuff doesn’t align with the purpose of this challenge and spoils it for yourself and everyone else.
Do not wear your jeans before the competition start date.
This is key. They have to be fresh out of the bag. You will be asked to take a photograph of the jeans with their labels intact – HebTroCo jeans don’t have swing tags to minimise waste, so don’t worry about that requirement. Lay them folded on top of the paper delivery bag.
#1 Denim Must Be Raw
- Keep your jeans dry. No soaking or washing prior to the start date.
- Sanforised pairs are allowed.
- You can hem or taper your jeans before the start date.
#2 Fades Must Be Natural
- No sanding, pinching, or ironing creases in. Let the fades develop naturally.
- A bit of bleach in the wash is fine, but do not apply bleach directly to your denim.
- Ocean washes are fine, but sand scrubs are not.
- Starching is discouraged.
#3 Support Each Other
- We are a tight-knit, denim-loving community, be kind and courteous
- Do nothing that gives you an unfair edge over your competitors
You can have a gander through the full PDF rulebook for year 5 here.
So what do you think?
Fancy having a go? Get signed up. If you choose to share your progress on Instagram and Facebook, tag us, we’d love to keep track of your journey.
