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part of the denim care guide from OKI-NI:

Washing

There are two schools of thought where washing is concerned.

To wash

Rinsing denim before its first wear has practical advantages - mainly that any loose, transferable indigo will be lessened. The majority of starch will be removed so creases and whiskers will be softer but that is a look in itself that some denim fans want to achieve. A softer crease also lessens the chance of a break through (holes wearing through the denim.)

...or not to wash

All indigo is precious and jeans should not be washed. Even if they're worn alln day they shouldn't smell too bad (as long as there's no incidents involving sick/beer etc). If they do need a clean, a proper denim laundry should be able to bake them to kill bacteria without shrinkage. Some people think that cotton becomes weak and dry without washing but there are denim fans who believe the opposite too.

If you do chose to wash your denim use as little soap as possible and if you can find a neutral or non-biological washing powder use this. Biological washing powder contains enzymes best avoided to preserve your denim. Don’t tumble dry. Even if you want shrinkage tumble drying doesn’t guarantee an even reduction.

Drying

To maintain consistent colour dry indigo jeans flat. The dye can ‘marble’ when it’s wet if the denim’s resting unevenly.

Dry thoroughly, it can take denim up to 2 days to air dry. Hanging outside is best for your jeans but not always possible. To dry indoors you need a well ventilated room or airing cupboard. Never place directly onto a heat source such as a radiator, this will damage fabric and its finish. Lie flat and allow to dry as naturally as possible.