Denim brand Denime has released "NATURAL DAENIM CLEANER," a laundry detergent specifically designed for denim.

Developed with the concept of hair conditioner, it's made entirely from plant-based ingredients. It uses mild amino acid surfactants and coconut oil surfactants to reduce damage and color fading during washing. It also contains deodorizing plant extracts, as well as antibacterial grapefruit seed extract and tea tree oil. It costs ¥2,520 for 500mL. It has a floral cotton soap scent.

Founded in 1988, Denime has remade many hidden gems from the '50s to '70s and has been called a pioneer of replica jeans in Japan. Based on the concept of faithfully conveying the atmosphere of the era in which each pair of denim was made, the company meticulously recreates the original manufacturing methods, from fiber coloring to sewing and gluing. The brand name is derived from the Americanized word "denim," which is "Serge de Nimes," a type of serge produced in the ancient textile center of Nimes, France, in the 15th century.