Is there anything you should look out for when washing your jeans?
The most important thing is to keep the spin speed as low as possible, say around four hundred revolutions. That’s because the colors can bleed in the washing machine. And the more color there still is in the fabric, the more likely it will be washed out, creating streaks that look relatively unattractive. I recommend setting the temperature to thirty degrees, and I would definitely turn the jeans inside out to avoid abrasion caused by the drum. Also, you should wash a new pair of jeans by themselves the first ten times. But the spin speed is really the be-all and end-all of washing your jeans. Otherwise, you can’t really go wrong. As far as detergent is concerned, I use a completely normal run-of-the-mill product.
Do people know a lot about denim already when they come to your store?
I’ve seen people know more and more about jeans in the six years that I’ve had the store. The topic of washing jeans is one of those things, because a lot of people think they shouldn’t put their new, stiff jeans in the washing machine – and they don’t like what I have to tell them about it. I then always show them a pair of jeans from my kids that have been worn and washed several times. And the original fabric for comparison. That is always cause for surprise, because nobody believes that denim can really become so light. As far as expertise is concerned, it really isn’t that important. And I can usually figure out what a customer wants and needs.
What criteria do you use to select the brands for your store?
As a consumer, you can buy whatever brand you want and try everything out, but as a shop owner I have to find brands that fit in terms of image and products. Sometimes there’s a company I’ve heard of for a long time and I realize that now the time is ripe. There are brands out there that you would like to have, but you know they might not sell so well at that moment. So, ultimately, it’s more of a feeling whether a label fits or not.