A new player is entering the debate on how to care for jeans.
Safely, the premium home care brand founded by media mogul Kris Jenner and fashion mogul Emma Grede, is launching Denim Wash and Denim Spray. The products are formulated to clean, preserve and refresh indigo garments, promising vibrant color and extended fabric life.
“We heard the calls from denim lovers everywhere looking for a truly effective and safe way to care for their jeans,” said Jelina Saliu, Safely president. “Our Denim Care provides a luxurious and powerful solution that preserves the unique character of indigo, ensuring your favorite pair looks and feels new for longer.”
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Safely is known for U.S.-made products that contain zero harsh chemicals. All Safely products are free of stabilizers, sulfates, parabens, phthalates, dyes, and animal byproducts.
Formulated with bio-based enzymes, Safely’s Denim Wash removes odor while maintaining the garments’ color and cotton fibers. It can be used for pre-treating stains by hand washing or machine washing using one-half cap for up to 7 pairs of jeans.
The Denim Spray is made with natural ingredients and infused with fine fragrance technology to remove odor. The spray preserves the freshness of denim between washes and extends its lifespan.
Denim is part of the family business. In 2016, Grede co-founded size inclusive denim brand, Good American, with Jenner’s daughter, Khloé Kardashian.
The Denim Care line launched Monday exclusively at Bloomingdale’s. Products retail for $19 each.
Kelcye Ball, Bloomingdale’s SVP, GMM of ready-to-wear, said the Safely Denim Care collection is a natural fit for its customers.
“At Bloomingdale’s, we are always looking for innovative and high-quality products that resonate with our discerning customers’ lifestyles,” she said. “Our customers invest in their wardrobes, and this product offers them a sophisticated and effective way to care for their favorite pieces, ensuring their denim looks impeccable for years to come.”
