How We Wash Our Denim

For most garments, we recommend following the care instructions on the label. When it comes to jeans opinions vary, but our advice is simple: wear them as long as you're comfortable with before the first wash.

When it's time, turn them inside out and wash them at 30°C on a low spin cycle, using just a little detergent. Make sure that you don't overload the machine — maybe wash them on their own the first few times. Repeat this process for the first few washes before gradually increasing the temperature if needed.

We strongly recommend that you don't tumble dry your jeans after washing. Just let them dry naturally.

Raw denim jeans (i.e. those which have not been pre-washed or pre-shrunk during the production process) might benefit from a soak in the tub before being washed in the machine with detergent. This is because they may have been treated with starch to keep them stiff in their unworn state.

Simply turn them inside out and completely submerge them in lukewarm water for about an hour before removing them and letting them dry naturally. Not doing this may result in unusual "impact fades" caused by the jeans hitting the inside of the washing machine during the first actual wash.

How Olof Washes

I prefer a vintage fade over strong contrasts, and since I have small kids, I need to wash my jeans fairly often. When I get a new pair, I usually wash them right away to remove shrinkage so they can be hemmed correctly.

My first wash is always at 30°C, inside out, on a low spin. After that, I tend to wash them every 2–3 weeks, depending on stains and wear. Over time, I move up to 40°C for a more effective wash — always turning them inside out.

This routine gives me an even, vintage-style fade. One tip to keep the front fades clean: avoid putting anything bulky in the front pockets — especially a mobile phone.

How Simon Washes

It all depends on what kind of denim we're talking about. If the jeans are pre-washed and pre-shrunk then I treat them in much the same way as Olof treats his.

If it's a new pair of stiff, raw jeans however, I wear them as often as possible for as long as I can — usually around six months — before they go anywhere near water. Then it's time for a soak (see above), before wearing them for another few months.

They probably won't get a proper wash in the machine with detergent until I've worn them for about a year.