Denim for days

We love the fit and feel of new jeans. Let us show you how to keep them looking and feeling brand new with these tips and tricks.

Don’t wash your denims after every wear

Denim is one of the toughest, most durable materials. The director of brand concepts at Levi Strauss & Co. only washes his twice a year and some studies have found jeans are still good to wear after 15 months! We’re not saying go that far, but the general consensus seems to be that less is more when it comes to washing your favourite jeans.

TIP If your jeans are a little grubby, spot wash just the dirty bits.

Freeze them fresh

The theory goes that freezing your jeans does just as good a job at keeping them fresh as putting them in the wash. We’re not sure about dirty jeans sitting next to our leftovers but if you’re looking for a way to keep your jeans looking new, and save water at the same time, this is for you!

Read the care label

It seems obvious but following the care instructions can be a great way to keep your jeans looking good. Sometimes it’s the last thing you want to do, but some denim needs special care, especially when it has a print, lace or other embellishments.

TIP There are many kinds of denim but it’s usually safe to wash in cold water.

Wash and hang inside out

Washing your jeans this way cuts down colour loss and abrasion on the most important part of your jeans – the outside. Hanging them inside out limits how much the sun can bleach the colour out of your jeans, which is especially good for dark denim.

Love our denims for kids? Have a look here.


Photography: Casey Bertie/Supernova. Grooming: Rebecca/Hero Creative. Models: Zaria G/Ice Kids, Amelia B/Kidz2000, Boitumelo N/Kidz2000, Josh/D&A, Iminathi/Kidz2000 and Dean/Kool Kids.