Denim gets its character from indigo. The dye sits on the outside of the yarn and leaves the core white, which is why jeans fade the way they do. Hot water, harsh detergent and scrubbing strip that colour faster than wear ever will.

Denim Wash is a gentle, specialist detergent for raw, selvedge, Japanese and everyday denim. It comes from more than twenty years of washing jeans by hand at The Steam Room, so when it's time to wash, you keep the colour, texture and shape you chose them for.

How much to use

• Handwash: 10 ml in 5 litres of cool water

• Machine: 20 ml for a 2–3 kg load, on a cold or delicate cycle

One bottle gives around 30 handwashes or 15 machine washes.

• 300 ml

• Hand and machine wash

• Sakura Zest fragrance

• Made in the UK