Bangkok--9 Sep--Spark Communications
Mothers, girlfriend’s, wives, maids, be warned — don’t wash the denim! Real raw denimheads don’t even think about washing their denims until after at least six months of wear — it’s the only way to get a truly unique fade. Have no fear, your denim won’t be causing a stink; air them, freeze them, you can even dry-clean them to get rid of any nasty odours - just keep them away from the tumble-dryer! It’s a guaranteed denim killer.
Washing early is hazardous to denim health. That is, unless you want a boring, conformist pair denim that plays by very uninspiring rules. Raw denim demands more love and attention to reach its potential, according to Dan Sachdev, Creative Director, Pronto Denim.
“Raw denim is unique in that is untreated when you buy it. This means that it moulds to your body as you wear it, and how it fades becomes an imprint of how you wear your jeans. At Pronto we are passionate about denim and over the last five years we have seen specialist denim become more popular in Thailand through global brands like April 77, Superdry, PRPS, and The Flathead. Keeping your denim in good health is important to us and our staffs are able to give expert advice on cuts, denim care and the history of each brand, and now we find our customers are equally well informed,” says Dan from Pronto.
Live the Denim
You become your denim and your denim becomes you. Like your skin, you need to grow into your jeans making each crease and scuff part of your unique character — think of it a bit like the cuts and bruises you collected as a kid. Age and wear build personality so make sure your denim gets plenty of living experience — wear them dancing, wear them working, wear them exercising if you want: Raw denim is made to be worn, without prejudice.
Stiff and dark to begin with, raw denim softens and fades with time. Stress points - knees, crotch and cuffs - wear off the indigo dye, bringing out unique crease and colour patterns - the more damage you do the better you look. Young denim is easily led astray so do your best to show it the wild side of life.
Denim needs a bit of TLC (Tender Loving Care) too, and Pronto has a few tips to help you get the best from your jeans.
The Pronto Denim Relationship advice:
? Don’t treat me like dirt: In other words, don’t wash or clean your denim. It likes to look rough, ready and unwashed. Remove any stubborn stains carefully with a cloth. Like a camel, I need no water.
? Don't shut me in the closet, let me be free: Your denim needs a bit of room and doesn’t like confined spaces, so folding it away in a wardrobe does it no good. It prefers being left in a crumpled mess on the floor at the end of the day — it gives it character.
? Give me some space: Your denim needs some personal time. Sometimes. Chilling out in the freezer or lying back in the sun works best. Why? It’ll help take care of any nasty odours.
? Remember I’m a virgin — give me time: Hey, I mean your virgin wash!! It’ll be 6 months before you can touch the denim (with water). Then, it’s yours. Turn it inside out, wash it softly, and do it all in private — no other clothing allowed into this wash.
For further press information, pictures or product requests for fashion shoots please contact:
Waruch-On or Gareth
Spark Communications
Tel: 02-653 2717-9
Email:
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