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Fabric & Care
What each style is made of is stated on its product page and on the care label inside the garment. This page explains how to keep denim looking right.
The care label beats any general advice.
Every garment carries a care label. It is written for that specific item, so it takes priority over anything on this page.
We describe denim by its wash and its colour rather than making claims about fibre content that belong on the label. If you need more detail about a particular style before you order, email support@new-horizon.shop and we will tell you what the label says.
- Read the care label before the first wash.
- Wash with similar colours, especially on darker washes.
- Turn the garment inside out to protect the outer surface.
- Keep the temperature low and skip the tumble dryer.
Five habits that keep denim looking better for longer
Wash less often
Denim does not need washing after every wear. Air it instead and wash when it actually needs it.
Go cool
A cool, gentle cycle is kinder to colour and to the shape of the seams than a hot wash.
Turn it inside out
Protects the outer surface and the wash effect from rubbing against other garments.
Skip fabric softener
Softener coats the fibres and can dull the finish of a wash.
Dry in the air
Hang or lie flat. Tumble drying stresses the fabric and shortens the life of the garment.
Press low, or steam
A low iron or a steamer keeps the seams crisp without flattening the texture.
Light, mid-blue, indigo and dark.
Each style page names the wash it is supplied in. Washes behave differently over time, and knowing which one you have chosen tells you what to expect.
- Light wash — shows fading softly and stays easy to pair.
- Mid-blue — the most versatile ground for everyday wear.
- Indigo — deeper in colour, and worth washing with like colours at first.
- Dark and black — keep the colour by washing cool and inside out.
Washing any denim with lighter garments in the first few cycles can transfer colour. Wash separately, or with similar shades.
What to expect as denim ages
It softens
Denim relaxes with wear and moulds to how you move. A fit that feels slightly firm at first usually settles.
Wash effects evolve
A wash is a finish, not a fixed colour. It will lighten gradually with wearing and washing.
Seams and hems wear first
Hems and pocket corners carry the most friction. Washing inside out and avoiding the dryer protects them.