Raw denim dates back to the late 1800s, when Levi Strauss & Co. and Jacob Davis patented the first riveted work pants for miners, cowboys, and labourers. Made from sturdy, unwashed denim, these jeans were built for durability, not fashion. Workers wore them hard, and the fabric softened and aged with time, naturally creating the worn-in look people still love today.

In the mid-20th century, raw denim evolved from workwear to a cultural icon. It became synonymous with rebellion and authenticity, worn by everyone from soldiers to rock and roll legends. It wasn’t until the late 1970s and 1980s that pre-washed, pre-distressed jeans became mainstream, catering to shoppers who wanted instant comfort and fades without the break-in period.

1. It Lasts (a Lot) Longer

Raw denim is made from heavier, denser fabrics than most high-street jeans, which means it can take years of wear without thinning or tearing. A good pair, with proper care, can last a decade or more.

2. It’s Better for the Planet

Most jeans are pre-washed or treated, which uses huge amounts of water, energy, and chemicals. Raw denim skips this entire process, cutting the environmental impact significantly.

3. It Looks Better with Age

Unlike jeans that come pre-faded (and look the same on everyone), raw denim develops character over time. The fades, creases, and wear patterns are 100% yours. The longer you wear them, the better they look.