All about Denim Care

Protecting your Denim

Our denim care respects the individuality of the fabric with microbial biotech formulas that strengthen fibres, preserve colour, and protect structure — all while allowing natural character to evolve. Fine-tuned for heavy wear and authentic distressing, our products extend the life of denim without erasing its story, keeping every pair resilient, personal, and unmistakably yours.

Clean | Care | Protect ™

This is more than fashion care. It’s a global movement toward conscious consumption,
lasting ownership, and a better fashion future. We provide innovative, biotechnology-powered care solutions that empower people to protect, preserve, and extend the life of their fashion items.

We provide innovative, biotechnology-powered care solutions that empower people to protect, preserve, and extend the life of their fashion items.

What sets us apart

We protect the living microbes inside your care kits with packaging made from 40% upcycled plastic and recycled bottles — reducing waste while maximising performance. Every product is 100% vegan, PETA approved, and Green Tag certified, ensuring sustainability and responsibility are built into every step of our process.

Popular questions from our customers