The rise of raw denim

In this era of instant gratification, raw denim is deliberately slow.

It takes a lot of consistent wear and patience before the original untreated denim becomes what it is supposed to be – something that is personally yours, where initial stiffness and dark indigo eventually give way to a softer, more individual fit, and all natural fades come from your daily movements and wear, not from a sandblaster in a factory.

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