The high street’s denim offering has significantly improved in recent years. This is thanks – in part – to the fact it’s now considered acceptable to wear jeans for almost any occasion; be it for everyday use or an evening out (see: the rise of “ jeans-and-a-nice-top ”).

Gone are the days when a less-than-premium price-tag would mean flimsy fabric and styles that would fall apart – major retailers now stock affordable jeans that promise longevity. The trick to maximising their shelf-life? Avoid washing regularly (unless necessary, of course). And when you do wash them, put them on a gentle, cold cycle (along with similar colours only) with mild detergent or a specialist denim product (no fabric softener!). Don’t forget to turn them inside-out and do up all the fastenings (buttons, z

See Full Page