London - The best way to get the perfect jeans is not wash them for six months, says David Hieatt, founder of Hiut denim.
Mr Hieatt, 47, says not washing the jeans for so long ensures that the colouration becomes entirely bespoke.
Hesells around 100 pairs of raw denim jeansa week. Hieatt said: “All the creases you make are unique to you. You rub off the indigo in certain places.”
Mr Hieatt says plenty of his customers have found ways of keeping their garments reasonably fragrant. “Some place them in the freezer to freshen them up while others leave them out to air. It’s worth the effort if you can put up with the smell.”
Most jeans bought on the high street are treated to make them look old. However, Mr Hieatt, whose company is based in Cardigan, Wales, says that by buying raw denim and wearing it for as long as you can before washing, you can put your own stamp on it.
Daily Mail