Most denim doesn't fade because the fabric is poor quality — it fades because it's washed too often, and washed the wrong way when it is. A few changes to how you wash denim will noticeably extend how long the colour and shape hold.
Wash Less Than You Think You Need To
Denim doesn't need washing after every wear the way, say, a cotton t-shirt does — it's more resistant to odour and doesn't crease the same way. Spot-cleaning a stain and airing the piece out between wears is usually enough. Aim for every 4–5 wears rather than after each one.
Turn It Inside Out
Washing denim inside out means the outer, visible face of the fabric isn't in direct contact with the drum or other garments during the wash cycle — this is the single biggest thing you can do to slow fading, and it costs nothing extra.
Cold Water, Always
Hot water accelerates dye loss in denim significantly. Cold water washing keeps the indigo dye bonded to the fabric for far longer, even with regular wear.
Skip the Tumble Dryer
Heat from a tumble dryer does two things to denim: it accelerates fading, and it can shrink the fabric slightly with repeated cycles, which changes the fit over time. Hang denim to dry instead — it takes longer, but the shape and colour hold far better.
Use a Denim-Specific or Mild Detergent
Regular detergents, especially ones with brighteners or heavy fragrance, can strip indigo dye faster than a milder, denim-specific wash. If you don't have one, a mild, low-suds detergent works nearly as well.
What This Actually Looks Like in Practice
Wear it several times, spot-clean as needed, wash inside out in cold water on a gentle cycle, then hang to dry. That's the entire routine — no special products required, just fewer, gentler washes.
Explore Our Denim
Denim done right holds its shape and colour for years — the wash routine matters as much as the fabric itself.
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