Denim is a durable and unique fabric that looks and feels better over time. The more you wear your GANNI denim, the more comfortable they get. But to keep them looking fresh we wanted to bust some myths (jeans in the freezer? Does it really work?) and share our tips on how to keep them lasting longer.

DO THE DIRTY - WASH LESS

It’s true what they say, denim doesn’t need to be washed regularly. Rarely washing your jeans maintains their authentic character and saves water. We recommend only washing after you’ve had a great time in them and they’re visibility dirty - unless that’s part of your look. Hand wash them inside out using cold water and an environmentally clean detergent. This will make them last much longer.

GO AU NATURAL

Hang your jeans outside in the sun for a few hours once you’ve washed them as air-drying will freshen them up, or put them on a flat surface. Never tumble dry, mainly because we all know there is no Planet B, but also because it causes extra wear and tear and can make them fade. You can also hang your jeans while showering and let the steam do the hard work.

GO LOW AND SLOW

When it does come to washing your denim jeans, make sure to wash in the right way and use the right detergent. Always wash low and slow at maximum 30ºC. This helps preserve their colour and avoid fading. We recommend using our friend at Steamery’s Dark & Denim Laundry Detergent when washing your blue and black jeans.

READY TO MEET YOUR NEW BFF?

Good jeans are like good friends, with you for life. Find your perfect fit - and friend - with our Denim Fit Guide. Every pair is crafted from 100% organic cotton and our favourites SWIGY, MISY, BETZY and LOVY meet the Ellen MacArthur Jeans Redesign Initiative. Jeanius.