Real Passion Shows

Raw Denim is a long term commitment. Out of the box they’re dry, rigid, and (frankly) not the most comfortable option. Just like any passion, there are no shortcuts, no immediate results to your efforts. But over time, they’ll show. With wear and tear, The Raw Denim will shape and mold, getting better and better.

As part of the development process we asked twenty passionate people to beta-test The Raw Denim for months on end. We studied not only the resilience and behaviour of fabric and construction over time, but also how life would make its mark on the denim. Different lives, different passions, different jeans.

Memories, adventures and experiences will not only make a mark on you – but also on your jeans.

        Per
      

“TO ME, BIKING IS THE ULTIMATE WAY TO MOVE FORWARD. APART FROM OFTEN BEING THE FASTEST OPTION FOR GETTING YOU FROM POINT A-TO-B, IT ALLOWS YOU TO COME CLOSER TO YOUR SURROUNDINGS AND TRAVEL SUSTAINABLY, ALL AT ONCE.”

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Per’s denim recipe: Per wore The Raw Denim five days a week, biking to and from work everyday, for five months before washing. You’ll notice considerable fading across areas exposed to everyday movement: where he hangs his bike lock, puts the snus jar, keys and cell phone as well as the natural fade across friction areas - back pockets, knees, lap. After months of near-daily wear the jeans had stretched 2 inches in waist and Per chose to wash at 90 degrees celsius, shrinking them back and giving them an all-over even blue shade and lower color contrasts on faded areas (the higher the temperature wash, the more even the result).

        Erwan
      

“I FIND FREEDOM IN BASKETBALL. WHETHER YOU’RE ALONE OR WITH FRIENDS, YOU CAN EMBRACE IT. IT’S VERSATILE, BUT ACCESSIBLE. TO ME, IT’S AN ESSENTIAL.”

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Erwan’s denim recipe: Combine a three-year old, a one-year old and a passion for basketball. Add raw denim jeans, three times a week. Wash at 30C after 2 months. Done. With high intensity movements (such as playing basketball or kneeling to tie your kids' shoes or chasing after them at the park), you’ll notice intense fading across his knees, both front and back. The relatively early, cold wash took out the surface color without washing out the deep indigo from the jeans in general - the result is a higher contrast in color on the faded areas.

        Lucas
      

“SINCE I WAS BORN I'VE SPENT EVERY SUMMER ON A BOAT. PREPPING THE BOAT USED TO BE A BUGGER, BUT TODAY IT BRINGS BACK THAT PEACEFUL FEELING OF A REALLY LONG CHILDHOOD SUMMER.”

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Lucas' denim recipe: Lucas has been wearing his denim three days a week up until we shot these images. In other words: he hasn’t washed them in 9 months. Unhygienic? Maybe. Does it look nice? Sure does. Without wash, the raw denim has maintained its dark indigo shade and any residual surface color has eventually sunk in. Without using the pockets a lot, the fading is concentrated in the natural areas: knees and lap. The longer he goes without washing, the more of the raw denim color will be maintained, and the higher the contrast of the fading once he washes.

View complete care guide View the denim