1. After a while they become yours

    At the start, unwashed jeans are difficult to love. They are stiff. They feel like wearing a cardboard box. Some people don’t ever get past this stage.

    But don’t give up. To those who persevere, there will be a reward. Like a Guinness, it just takes time to reveal its quality.

    You and your jeans will go everywhere together. They will be the first thing you reach for of a morning. And the last thing you take off at night. And along the way, they mould to you.

    Every crease, every mark, every rip, every splash of paint is put there by you.

    There will be a moment in this Wear-to-Fit process where they become your jeans. You will have broken them in. The pain will have been worth it. Easy doesn’t make great jeans.