Euro hipsters swear that they can’t get enough of the superstiff denim. The New Standard Unisex Denim comes raw, a total paradox to all the premium denim lines whose intricate procedures of washes and hand-sands are all the rage.

However, customers who own a pair always say "This is the only denim I wear," and "I have got 5 of these at home to wear everyday."

As an unofficial care instruction for the New Standard Unisex Denim, we are to wear the denim for 2 weeks without washing so that the natural whiskers and crinkles are formed. After a few washes, the denim loosens up and ages from prolong wear.