The Denim Guide

Raw (or "dry") denim leaves the loom unwashed, so it fades to your life — knees, honeycombs, and whiskers form where you move. That's the heart of our raw denim collection. Washed denim is pre-faded at the factory; raw denim rewards patience with fades no one else has.

Woven on narrow shuttle looms, selvedge denim finishes with a clean self-edge that won't fray — denser, stronger, and with the tell-tale coloured line down the outseam. It's slower and costlier to weave, and it wears in beautifully.

Weight (in ounces per square yard) sets the character:

• 12–14oz — everyday, comfortable from day one.
• 15–16oz — sturdy, holds shape.
• 17oz and up — our heavyweight selvedge: stiff at first, sharpest fades, built to outlast everything.

Wear them hard and often. Raw denim moulds to your body and creases into a fade map that's uniquely yours. Resist washing early — the longer you wait, the higher the contrast.

Wear unwashed for the first months, then cold-soak or gentle cold-wash inside-out and hang dry. Every pair is raw and unwashed, so expect roughly 1"–2" of shrinkage after the first soak — we size with that in mind. New here? See how to order for sizing help.

The same build goes into our work pants — chinos, cargos, and rangers — and everyday apparel. Looking for something rarer? Our collabs are limited drops.