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What comes after Premium Denim? My Deluxe Denims! Unique, rare and ready to be broken in by you and you alone Ð no holes or gimmicks, which I find so distressing. Rather, these are modern, elegant denims that are meant to be stay that way. We rinse them just once so they become a little softer. Some styles we hand-brush for extra comfort. But thatÕs it Ð the rest of their character is up to you. Once you put them on and see that they fit like a glove, youÕll wear them and wear them until they become even more unique. Only wash them when they really need it!