For the real raw denim aficionados, washing their jeans is nothing short of sacrilege. Some of the die hards would sooner dive in the ocean and rub them in sand than taint them with detergent. Levi’s CEO Chip Bergh recently confessed to not having washed his favourite pair in over a year.

Portuguese fashion brand Salsa appreciate this reluctance to dilute the purity of the garment but understand that a foisty pair of pants aren’t impressing anyone. Salsa have just released a new Fragrance Jeans range which come imbued with fruity smells.  The cotton and elastane jeans are available in five flavours; blueberry, orange, lemon, apple and strawberry and claim to retain their fruity fragrance for up to 20 washes. The jeans have microcapsules embedded into the fabric which release their scent over time, meaning wearers can enjoy smelling good even if they do forfeit cleanliness for fashion.

It’s also good to see a brand striving to create a product that lasts longer and requires less washing in a bid to promote sustainability.