While jeans have always been part of the American way of life, never before has denim been such a force of nature - and an easy way to go broke.  What was once a functional staple has become the anchor to a wardrobe, reasonably priced anywhere between $200 and death. 

We embark on a quest to find that perfect pair, and cannot settle for the heartbreaking, inevitable result of time: fading. 

It’s only natural, then, that the indigo industry got its own beauty regimen.  Enter BluWash, the detergent geared towards that special grade of garment that’s both heavily used and totally precious. 

The ticket to maintaining the denim’s pristine hue lies in BluWash’s blend of eco-friendly agents that neutralize chlorine and other fade-inducing chemicals.  

Tag team the load with BluWash Soft fabric softener during the rinse cycle, and you’ve got jeans that look new but feel wonderfully worn. 

And yes, a little does go a long way – as it should, considering just like your favorite jeans, this stuff is pricey:  $26 for a bottle of the newest denim must-have.
KELLY O'REILLY

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