Denim is one of the hardest working fabrics in our wardrobes – but, when it comes to its care, softly does it. By taking a gentle approach and relying on simple yet effective methods, you can prolong the lifespan of jeans, denim jackets and beyond.
Less is more. According to the experts at Jacob Cohen, you should wash denim “only if strictly necessary”. They’re not alone. Frame product specialists attest that “95% of people are washing their jeans more than they need to”. So, take note. Of course, sometimes a light clean is necessary. “If by hand, wash denim items like jeans inside-out in cold water,” says the Jacob Cohen team. “Do not rub, scrub or brush – but, instead, leave them to soak.” In fact, only if the care label allows it should you wash the likes of jeans in a washing machine on a delicate cycle. What about the freezer myth? “We do not advise it.”
Keep it simple. Frame’s denim experts advocate a natural approach to drying jeans: “Hanging them outside is best – in Mother Nature’s fresh air, in the shade.” With denim, patience pays. “Do not wring out,” say the specialists at Jacob Cohen. “This could cause irregularities and flaws in the twisting points.” The team also advises against shortcuts: “Do not expose denim directly to sunlight, as UV rays can irreparably turn jeans yellow.” It’s a similar story when it comes to storage. Frame suggests dark spaces, only. “Dressers, closets, trunks.”
Luxury is for life – if cared for properly. Knowing how to store investment pieces such as cashmere and silk, or understanding how to wash denim to preserve its shape, are valuable lessons to learn as you grow your wardrobe.Discover