“As a denim purist, I prefer to wear the product itself instead of buying an artificially processed garment. Unwashed denims really develop their own unique personality and character over time. I usually stick strictly to a policy of "non washing" in the beginning. After six months of intensive wear I will dry clean my jeans once.
Then wear them again intensively for three months before the first actual wash. To preserve as much of the dark color as possible I add 500 grams of salt to the washing powder. I hang my jeans outside in direct sunlight instead of drying them in the shade. This gives just a little more emphasis of the natural ‘worn-in’ details. I just like the rough texture of the denim when it's just been washed.
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Wash–and–Care
Submit your personal unique 'wash-recipe' and a picture of your Atelier LaDurance garment for display in the Expert Laundry section (right-click here to download our entry form [PDF])