Wash My Denim | Jitrois Collection

Unicity. Longevity. Washability.

In celebration of 25 years of Jitrois' iconic stretch leather denim, the maison proudly unveils a collaborative visual campaign with French-Portuguese photographer Justino Esteves. This campaign highlights Jitrois' rich heritage, universal connection, and rock and roll attitude. Most importantly, it showcases a product crafted with sustainability at its core, a key focus in the house of Jitrois' product development.

Created by Jean-Claude Jitrois in 1996, these revolutionary high-tech stretch leather denim jeans have become a fan favorite. They remain one of the maison's most coveted items due to their innovative style and extraordinary durability. Handmade in France by skilled artisans, the stretch leather denim undergoes a pioneering double-tinted patination process. This process gives the illusion of cotton denim twill while allowing the leather to be occasionally washed (up to twenty cycles) in a household washing machine. Wash the jeans at a maximum of 30 degrees without detergent and air dry them out of sunlight. The product returns to its former glory and develops a beautiful distressed couture look over time.
 

In a world demanding more and faster deliveries, Jean-Claude Jitrois promotes the message of "buy less but buy well." He invites everyone to rediscover the eternal stretch leather denim collection, promising a journey with a companion for decades to come.

Credits: Jean Claude Jitrois

• Photography: Justino Esteves, Marine Pinard, Fred Praca
• Film direction: Céline Rey
• Music : Augustin Hanriot
• Style: W1L3ON Creative
• Talents: Pierrot Muller, Eloise Toppin, Michelle Blanco
• Location: SEGETAX Paris
• Hair Make-Up: Violette Lht