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G-Star turns to the dark side

The washing machine has been denim’s nemesis since its invention.

With customers advised to avoid putting their indigo in their Indesit until absolutely necessary and there being more than a handful of jean lovers who want to keep their raw and dark denim as the colour they bought it, the war on washing might just have seen a truce called with G-Star’s latest innovation, DeepTones.

For autumn 12, all of the brand’s iconic jean styles have been given the unique molecular jiggery-pokery that ensures dark denim always stays dark. Jeanius.

www.g-star.com

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