The denim we use is raw indigo dyed and with a selvage edge. This means it is unwashed and deep blue – just as it comes off the loom. Raw selvage denim is stiff, rugged and rich in structure. Like a raw diamond, it needs to be worked on and worn in to develop its full beauty.
There are several approaches of how to wear and care for your denims but generally the jeans should be worn as long as possible before washing them for the first time, ideally about 3-6 months. Only by avoiding water and any cleaning detergents does the indigo and the starch stay in the fabric and help to develop your very personal pair of jeans. By wearing them every day, they will adapt to your body and gain your personal wear marks. Over the years they will become like a family member or a dear friend. A character that accompanies you through life and in your undertakings, sharing the good times as well as the bad with you.
If you really feel you need to clean your denim jeans, take them to the dry cleaner. That means they will keep their sturdiness and deep blue color, and shrinkage is kept to a minimum. Alternatively, a good soak in the bath tub with cold water and some biological detergent will also clean your denims.