After a few washes of any clothes, I find that clothes go a little hard and lose a little bit of colour. I have always had new clothes turning into "old" very quickly. E.g. if I have a new polo shirt that is soft, after just two washes the collars look worn and old and the material looks a little bit older in terms of color. After 10 washes it's pretty much old.
I live in a hard water area as many of us in the UK do, and I have a good washing machine. I use Persil Colour protect (which supposedly prevents fading) and the recommended amount of Comfort fabric softener (sometimes more than is needed), and still have this problem.
Any help would be greatly appreciated as I feel like I'm wasting money when buying clothes.