As official stockists of specialist denim brands including True Religion and Jacob Cohen, it’s safe to say that we have this thing with denim.

Jeffrey Lubell, CEO of True Religion, once said “True religion meant there’s really only one religion in the world. That’s people, and we all wear jeans”

Jeans are the fashion’s common denominator. We all appreciate a great pair and we all understand how important great quality jeans are to our wardrobes. But do you know how to look after yours? Designer denim comes at a price but follow these simple denim care tips and your new jeans will last you a lifetime.


It’s the age-old denim dilemma; to wash or not to wash? When you have paid good money for the perfect fade, it makes no sense to lose it all in the first few washes and find yourself left with a rather 80’s acid wash. On the other hand, a great pair of jeans will be wasted on you if you smell like you have shunned showers for the last week. Advice is conflicting but according to the denim experts, your jeans should be washer bound after about ten wears. Any less and you risk losing the unique character jeans develop over those all-important first few wears (known as whiskering and honeycombing).

Jeans have been around since the 19th century and we’re confident in saying that the workers wearing them at the peak of the Gold Rush weren’t putting them on a spin cycle every few days. Heavy denim like that used by True Religion and Jacob Cohen is built to last; the delicate part is the wash. Harsh detergents can wash out that indigo tint, so look for one that promises to care for your colours and which will work on a cold-water wash, something else that will keep that colour.

When it comes to drying your denim, the tumble dryer is enemy number one. Even a quick spin in the dryer will drain the colour from your jeans quick enough to see the colour drain from your face when you take them out. It’ll affect their shape too. Hang up your jeans and allow them to air dry to preserve their fit and fade. Take them off the hanger once dry and store folded and out of direct sunlight.

Feed your denim addiction at Robinsons, Yorkshire, Humber and Nottinghamshire’s leading official stockist of denim designers including True Religion, Jacob Cohen and Armani Jeans. Find us at DN10 6JH.