Our Story

From Denim Pioneer to Sustainable Laundry Innovator

Some jeans in the laundry were already perfect, coveted by the avant-garde fashionistas (1998)

My journey in the denim world began in the 1990s, where I quickly discovered a unique challenge: cleaning used Levi's 501s, often stained with oil, dirt, and paint. Through extensive research and the help of expert formulators, I developed specialized formulas to tackle these stubborn stains while preserving the denim's original color and worn character. This led me to establish a commercial denim laundry to clean and repair these jeans for distribution to fashion boutiques. Eventually, I created consumer size bottles for sale in some of fashion’s most notable retailers. My "no-fade" denim treatments gained significant traction, becoming a unique accessory item for high-end stores like American Rag, Guess Jeans, and Diesel, and over 100 retailers across Europe.

However, these early formulations, while effective, reflected the industry standards of the 90s—meaning they weren't sustainable or non-toxic. After selling the brand, I spent years reflecting on my extensive experience in fashion, from denim wet-processing to vintage collecting. One critical insight emerged: the constant cycle of replacing denim due to fading after just five washes in common detergent. This sparked a new, profound question: How can I sustainably empower people to extend the life of their denim? (The Answer)