Running from 11-14 September, the first class laundry service will feature dozens of top quality Miele washing machines.

For jeans-washing doubters, there’s plenty running alongside the first class laundry service, with a host of talks, workshops and live demos ranging from a denim trends forecast from fashion gurus WGSN and The Industry London, denim customisation by LFW designer Timur Kim, to beauty treatments by Mavala and free hair braiding service by hairstylist Joel Benjamin so you can look lovely while you launder. 

Celebrity stylist Gemma Sheppard will show people how to stand out from the crowd on Jeans for Genes Day, with denim customisation workshops helping people to make a personalised pair.

More money will be raised for this great cause from the sale of Jeans for Genes Day merchandise, including a limited edition fashion t-shirt modelled by supermodel Kate Moss, which will be available for those who like to ‘buy while they dry’. 

Whatever delicate denim you come in with, the experts from Miele will be on hand to give tailored care advice, showing how nobody need fear washing their best jeans, just as long as they use the right technique and equipment. 

For more information on all the workshops available please visit
To book onto a workshop please email the team at

11-14 September

8 Newburgh Street (just off Carnaby St), Soho, W1F

Home domestic brand Miele has teamed up with leading children’s charity Jeans for Genes Day to launch Carnaby’s first ever pop up denim laundrette.

Free of charge, visitors can ensure their denim is pristine ahead of Jeans for Gene’s Day – the annual fundraising event supporting children and families affected by  genetic disorders – on Friday 18 September. There will be Jeans for Genes merchandise and raffle tickets available to purchase and all donations to the charity are welcomed.