This funny video explains how to wear and use your rigid denim. The video maker used the Atelier LaDurance brand. Coincidence because I posted yesterday the ALD kids jacket and today I bounced into this video. For those how don’t know how to treat your unwashed pair of jeans, here you go!

Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine I'm working as a freelance marketing specialist for brands and retail. Specialized in denim. Nominated as 'Influencer 2020' by Rivet 50.