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Man wearing blue jeans made from sustainably sourced cotton




Photographer: Adam Whitehead

Editor’s Pick: the insiders’ must-haves


Ian Wright

Menswear editor


Wake up your wardrobe – the special ingredient in these jeans will keep you refreshed long after breakfast

Many a good day begins with a great cup of coffee: that smooth, rich kick-start to the day so many of us reach for. But the rejuvenating properties of your morning Joe aren’t confined to your body and mind – as crazy as it sounds, they work wonders for your jeans too. Residue from the coffee industry is carbonised and ground into a very fine powder which is then embedded into the yarn. It keeps your denim fresher for longer and has thermal qualities to ward off any icy blasts. Throw in a choice of four colour washes and supreme tapered fit and these jeans are set to supercharge your style every day.
Choose your brew

“From INDIGO to medium
blue, there’s a wash to suit you”