Washing your jeans is so last year.
By fighting odour and bacteria, The Intelligent Denim line - part of the brand's Fall/Winter 2014 campaign - should require fewer washes than your standard pair of jeans.
"Our Intelligent Denim® is powered by SILVADUR™ Intelligent Freshness which protects denim from odour causing bacteria that builds up on jeans when worn. Why is that important? Because the addition of SILVADUR means consumers can wash their denim less often with confidence. And, jeans will last longer too. Jeans made with SILVADUR are protected against unwanted bacteria that can lead to odour, discoloration, loss of tensile strength or elasticity."
"Fewer washes is good news for jeans and good news for the planet. Think of the water and energy saved over the life of the jeans!"
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