Denim ‘fashion’ from another age

Press, 29 May 1982, Page 6

Denim ‘fashion’ from another age

PA Auckland Behind the latest in denim fashion is a story that would have tickled the ribs of great-grandma’s washboard. Pioneer women would have laughed all the way to the river bank if you had told them that in 1982 one company would pay more than $lOO,OOO just to learn how to wash garments with river stones. However, Robertsons, Ltd, an Auckland manufacturer of jeans and shirts, admits to spending nine months and that sum in order to cash in on the latest denim craze from Europe — stonewashed jeans.

The company’s marketing manager, Mr Chris Morgan, said getting the “worn look” and softening the fabric and new-dye appearance, was done with special quality river stones.. The stones and certain chemicals are put in big commercial washing machines, specially strengthened to take the pounding, and then denim garments are added and pounded for a carefully controlled time. The stones have an abrasive effect which wears seams, flies, and pockets. Each “washing machine” costs abut $35,000, Mr Morgan said.