What’s the best way to keep jeans looking good and new? No, it’s not by washing them inside out, and it’s not by ironing them on a low heat. Brace yourself, it’s by sticking them in the freezer.
I just came across Finnish designer Timo Rissanen and his novel idea of freezing jeans in order to maintain them. The 35-year old designer, who teaches at the Parsons the New School for Design in New York, encourages people to treat their clothes well and with care and to practice what they preach.
What fascinated me the most was this curious idea of freezing your jeans. Timo Rissanen, himself, freezes his jeans because their constant washing consumes and destroys the fabric and more importantly strains the environment.




















