Denim – To wash or not to wash? That is the ?

Denim – it’s the sturdy cotton warp-faced textile that we have all come to love. It’s a staple piece that is found in most wardrobes. Comfortable, stylish, ripped, stone washed, stretch and available in so many fits, still the question remains, do we wash our denim?

According to Levi’s CEO and President Chip Bergh who wants to make our lives a little easier, denim shouldn’t be washed – ever! Whilst this may turn noses up with disgust, Mr Bergh says “A good pair of denim doesn’t really need to be washed in the washing machine except for very infrequently or rarely." His argument is based around the fact that washing a good pair of Levis actually causes damage to the material, and is a waste of water. Advice from other several major jean manufacturers is to instead, try putting your pair in the freezer overnight. However, there is no proven theory that putting your jeans in the freezer will clean or freshen up.

All of which leaves you asking: what should you do? When you have gone to the effort of investing in a great pair of selvedge denim, it’s crucial that you look after them. Therefore my theory is simple – invest in a few pairs and keep them on a rotational use!

What I do after my wear of a day in denim, I turn them inside out, spray an anti-bacterial, odour neutraliser and hang my jeans outside a sunny and windy day – blowing out any unwanted odours. I do this after every use, refreshing the denim. It’s not until six months have passed before I consider washing them. At the end of six months you’ll have shaped your denim into a unique pair of jeans that only you could have formed. The longer you can leave it, the better your jeans will look. It’s after that first wash when you’ll have one of the most amazing pair of jeans you’ve ever owned.

During your jeans’ 6 month probation, should you notice a spot of dirt on them, a gentle rub with a damp cloth will remove any minor stain. Of course if the extreme of a ‘major perspiration event’ has occurred whilst wearing your denim, then a gentle cold wash is in order! My washing method? Turned inside out, using a reliable dark colour dye detergent – my favourite…- “Spuma di Sciampagna, Nero Puro” on a delicate wash. Voila! Good as new!

All in all, wash, - but don’t wash them too often for the longer you can go without washing your denim, the more beautiful your pair of jeans will become!

Maurizio ;-)