Nothing Washes Your Denim like Good Music

There are lots of rules when it comes to washing denim jeans - you have to remember to turn them inside out, not to mix colours, don't use conditioner, don't wash them too often etc.

What a lot of you wont know is the importance of music in your laundry. Levi's cottoned (sorry) onto this years ago, and through its TV spots bestowed "one-hit-wonder" status on a countless number of songs that became popular because of their use by the brand.

These days, the big Levi's TV campaigns are few and far between as the brand turns its attention to more digital activity - but the music still plays an important part of the Levi's brand experience. To the point where consumers in Hong Kong have been given the opportunity to "soundwash" their jeans.

Designed to promote the new Square Cut line, the Levi's pop-up Soundwash Laundry in the Tsim Sha Tsui district has been ridiculously popular. In the first 4 days, 10,000 eager consumers arrived to soundwash their denims to their favourite tunes.

Hong Kong is a bit far for me, so I'll have to make do with some 80s Chicago house played out loud in my wardrobe.