In the Jeans: The Truth About Denim Care

By Temo Mpodi

Denim has been a fashion staple for decades — from Britney and Justin’s unforgettable double-denim look at the 2001 AMAs to today’s ever-evolving fits.

Whether baggy, skinny, high-rise or low-rise, jeans remain the go-to wardrobe essential. But there’s one question that never goes away: how often should you really wash your jeans?

You’ve Been Washing Wrong

Machine washing may feel routine, but it’s one of the fastest ways to fade your favourite denim. Over-washing breaks down fibres, weakens seams, and leaves jeans looking tired.

Levi’s former CEO Chip Bergh famously admitted to going 10 years without machine-washing his jeans, opting instead for spot-cleaning and even shower rinses. If odours linger, freezing jeans overnight is another hack he swears by.

Expert Advice from Afrikanswiss

Thato Matabane, founder of Afrikanswiss, says the golden rule is “wash as little as possible.” Ideally, every 10 wears — and always by hand in cold water. Turn them inside out and let them air-dry for the best results.

His top tailoring hack? Wash twice before alterations. This ensures denim shrinks naturally to its true size before adjusting the fit.

Five Denim Care Tips from Afrikanswiss

1. Skip the washing machine – preserve the fibres.
2. Fold carefully – avoid hard creases.
3. Spot-clean first – save full washes for last resort.
4. Repair, don’t toss – patchwork adds character.
5. No bleach – unless distressing, and always follow with fabric softener.

Denim is built to last — but only if you treat it right. Forget fast fades and flimsy fibres: with a little care and restraint, your jeans can stay stylish, structured, and full of life for years to come.