Tips from Norfolk Natural Living founder, Beth Middleton:

Denim fabric was initially created for hardwearing work clothes. This aesthetic is what led to the distressed and stonewashed trend that has dominated denim, particularly jeans for so long.

Despite all of this, you would be surprised at how sensitive your denim is to the ingredients you use to wash it. 

The fibres of denim are notoriously bad at holding onto the dye used to colour them. If you have ever sat on a cream couch in new jeans, you will certainly agree. In fact, it is this property that makes stonewashing jeans so easy. 

In order to preserve that fabulous deep blue, remember to wash your denim at low temperature, ideally by hand. Use our Denim Wash, not the more general Clothing Wash. Although our Clothing Wash is wonderful for most of our wardrobe, we use very specific amounts of each ingredient in our denim detergent to make it as kind on your denim as possible. 

Remember to wash them inside out. Keep your jeans inside out when you dry them naturally on the line or clothes horse. Never peg jeans up by the waistband. Instead, fold them over the line or horse.

Do not tumble dry your denim. Not only is it harmful for the environment, it will also shrink your jeans and fade their dye.

When you are choosing a denim detergent, pick one that does not contain any fabric softener or conditioner. Fabric softener works by coating the fibres with chemicals which can damage the unique fibres of your garment. Our denim detergent is formulated to leave your jeans clean and free from any chemicals which affect their texture and longevity.

We use completely recyclable materials in our packaging. That includes the bottles and jars that our products are housed in. Please take care to wash them out and re-use/recycle them after use.