The Denim Guide: How to Make Your Jeans Last Year After Year
By Amanda Hjalmarsson
A pair of well-cut jeans is the foundation of the modern wardrobe. However, denim is a living fabric that demands respect. To ensure your favourite jeans retain their deep indigo hue and perfect silhouette, they require more than just a quick cycle in the washing machine. Here is our definitive guide to caring for your denim with the same precision you apply to the rest of your style.
TL;DR
Wash your jeans sparingly, always inside out at 30 degrees, and avoid the tumble dryer at all costs. Never overfill the machine and remove the garments immediately to prevent permanent creasing.
- Always turn jeans inside out to protect the surface and colour.
- Wash at 30 degrees to preserve elastane and fit.
- Never overfill the machine; denim needs space to avoid streaks.
- Never leave damp jeans in the drum after the cycle finishes.
- When it comes to denim, spot treatment requires extra care.
The Washing Machine – Friend or Foe?
Many men make the mistake of packing the washing machine to its limit. For denim, this is fatal. Jeans are heavy garments that need space to move. When the machine is too full, the fabric is pressed against the drum and other clothes, creating white streaks or creases that can never be ironed out. Equally important is removing the jeans immediately once the cycle is finished. If left in a damp pile, creases become fixed and colour pigments can migrate, resulting in a patchy appearance.
Our Most Coveted Denim
The Cape Town Silk Touch is the epitome of upgraded casual. A soft yet distinct denim that deserves proper care.
Preserving Colour and Fit
Why do jeans fade? It is a combination of mechanical friction, harsh detergents, and heat. By turning your jeans inside out, you ensure that friction occurs on the inside, not the visible face. Use a detergent designed for colours, or preferably a specialist denim wash that lacks bleaching agents or enzymes that break down fibres.
Regarding fit, heat is the ultimate enemy. Modern jeans, such as our Silk Touch or Superstretch models, contain elastane. These stretch fibres are extremely heat-sensitive. If you wash at 60 degrees or, even worse, tumble dry your jeans, you risk snapping the fibres. The result? Jeans that lose their shape and become 'baggy' at the knees and seat.
Wash Less, Air More
One of the most common mistakes is washing your jeans too often. Denim is at its best when worn for long stretches between washes. If you happen to pick up a stain—coffee or food, for example—you should spot-treat it with a damp cloth and a bit of mild soap or detergent rather than running a full cycle. Avoid heat at the start; never scrub or rinse an unknown stain with hot water. Heat can cause protein and pigment stains, such as blood, tomato, or egg, to set permanently into the fabric. To banish unwanted odors, a night of airing out outdoors is usually more effective, and certainly gentler, than a trip through the washing machine.
Denim Essentials
Find your perfect shade and fit among our classics.
7 Common Mistakes to Avoid
1. High temperatures (stick to 30 degrees).
2. Tumble drying (this kills the stretch fibres).
3. Overfilled machines (creates permanent streaks).
4. Leaving wet jeans in the machine after the cycle.
5. Using fabric softener (clogs fibres and ruins the stretch).
6. Excessive detergent.
7. Forgetting to close the zip and button before washing (protects both the jeans and the machine).
Frequently asked questions
Should I wash jeans at 30 or 40 degrees?
We always recommend 30 degrees. It is sufficient to get the jeans clean and is significantly gentler on both the colour and the elastane.
Why do jeans feel stiff after washing?
This is often due to the drying process or residual detergent. Air-drying them flat and then wearing them for a few minutes softens the fibres naturally.