Real denimers don’t wash


Machinery and equipment makers

Marketing or sales professionals

Textile education professionals

Textile laundry and maintenance professionals

Real denim lovers wash their jeans a lot less than mere mortals!

Raw denim aficionados don’t wash their jeans for about 6 months after purchase in order to allow the jeans to develop a natural fade. Raw denim jeans also needs much less water in production process and is characterised by its rigid structure thus lending itself to circularity: easy-to-repair, re-wear and less washing.

All these should be music to the sustainability pros.

So what can we take away from the raw denim rambos that can be applied to enhance the sustainability of many other apparel products?