Indigo is a strange, wonderful dye. It doesn't penetrate the cotton fibre; it wraps around it in layers, like rings on a tree. Ring-dyeing leaves a white core inside every blue yarn — and that white core is the secret of the fade. As the outer layers of indigo abrade away, the pale centre shows through.
That is why denim is the only fabric that gets better as it wears out. The colour is designed to leave. Every fade you earn is another layer of indigo returning to the world, revealing the cotton beneath.
We dye our indigo pairs the traditional rope-dye way, dipping the yarn again and again for depth. Deep dips mean deep blues — and deep blues mean the long, dramatic fades that make raw denim worth the wait.
Blue is not the colour of denim. It is the colour denim is slowly, beautifully losing.
— Pride N Joy
