FatFace warns Brits are washing jeans too often

FatFace says many UK shoppers are shortening the life of their denim by washing too often and at too high a temperature. New research from the retailer points to a gap between how people care for jeans and how long they want them to last.

Why it matters: - FatFace says denim can last longer when it is washed less often, washed cooler and air-dried instead of machine-dried. - The retailer’s research suggests many UK consumers are damaging jeans they want to keep, which can mean more fading, shrinking and earlier replacement. - The finding matters for shoppers trying to get more wear from higher-quality denim and avoid buying replacements too soon.

What happened: - FatFace surveyed more than 2,000 UK adults about how they care for jeans. - 40% of Brits who wear jeans said they wash them after every wear or every two to three wears. - 23% of Brits who regularly wash denim said they use temperatures above 40°C. - The survey found nearly one in 10 respondents had accidentally shrunk a favourite pair of jeans. - 16% said they still regret throwing away a pair they loved.

The details: - FatFace recommends washing everyday jeans every 5-10 wears where possible. - The retailer says more rigid denim can often go 10-20 wears between washes. - FatFace recommends 30°C or below to help preserve colour, shape and fabric performance. - The company advises spot-cleaning marks and airing denim between wears instead of washing automatically. - Ellen Bowman, FatFace garment technologist and denim expert, said washing too often and at too high a temperature can fade colour, break down fibres faster and distort stretch, changing the fit over time. - FatFace says turning jeans inside out, fastening buttons and zips, skipping fabric conditioner and avoiding tumble dryers can also help denim last longer. - The retailer advises air-drying denim naturally, reshaping it while damp and keeping it out of direct sunlight. - For shrunken jeans, FatFace suggests soaking them in lukewarm water for 15-30 minutes, then gently stretching the waistband, hips and legs while damp. - FatFace also suggests lightly dampening jeans and wearing them while they dry so the fabric can mould back to the body. - Almost a third of respondents, 32%, said they invest in quality denim because they would rather spend on better pairs than continually replace cheaper ones. - 16% said they still own a pair of jeans that is more than a decade old. - 45% said they have never found a truly perfect pair of jeans. - Fit was cited by 44% as a barrier to finding the right jeans, while inconsistent sizing between brands was cited by 52%. - Nearly a fifth of women, 19%, said they need to try on four or more pairs before finding one that works, compared with 9% of men. - Almost a third of respondents, 32%, said they have bought jeans they have never actually worn. - FatFace said its bestselling jeans and denim jackets are designed to be worn season after season. - The collection includes straight-leg and relaxed-fit jeans, plus denim jackets for year-round layering. - FatFace also highlighted new colourways including plum, chocolate and ivory.

Between the lines: - The research points to a common gap between denim habits and denim expectations: shoppers want durable jeans, but many still treat them like fast-turnover clothing. - The fit and sizing data suggest the biggest friction in denim shopping is not just care, but finding jeans people actually want to keep wearing. - FatFace is using the survey to reinforce a durability-focused message around its own denim range.

What's next: - FatFace is pushing a simple care routine that could extend the life of jeans and reduce damage from heat and over-washing. - Shoppers who already shrank denim or damaged a favourite pair have a few at-home recovery options before they give up on the garment. - The retailer’s denim line appears positioned around longer wear, more versatile styling and seasonal use.