What does “raw” denim mean?

It means denim that’s completely unwashed after it comes off the loom. Nowadays, most jeans are pre-washed for softness or a worn-in look. By contrast, raw jeans start dark and stiff, so their break-in journey is complete and personal to you (they should start snug and stretch to your body). There are no rules, but we like breaking in our jeans for 3 – 6 months of frequent wear before washing.