that deep blue that sets it apart
THE BASICS
Indigo – that natural pigment with its deep blue hue that gives denim its noble character – is alive.
And like all living things, it evolves, moves, and transfers. This is perfectly normal; in fact, it's part of its charm.
The reason for this color transfer? Indigo is, by nature, a delicate pigment, almost capricious. But isn't that what makes it so desirable?
Here's a piece of advice you'll thank us for later: steer clear of white couches in the early days.
THE WASHING RITUAL
• Always cold, always inside out
• Wash separately for the first few times
• Gentle cycle only
• Add a tablespoon of coarse salt to lock in the color
• Never use fabric softener – it's indigo's worst enemy
ELEVATE YOUR INDIGO
THE PERFECT DRYING METHOD
In the shade, always. Direct sunlight is indigo's mortal enemy. It fades, it washes out, it undoes all the careful work of our master dyers.
LET TIME WORK ITS MAGIC
Indigo is like fine wine: it gets better with age. Those emerging color variations? That's its signature. Each piece develops its own character, telling your unique story.
STUDIO TIP
If your piece bleeds onto another garment, don't panic. A quick cold wash before the stain sets will take care of everything.
