Sorry to be OT but I will Do It Myself honest!

I have just had given as a present a new Denim jacket.  It is like wearing a 
cardboard straightjacket at the moment.  Any tips on making it softer?  I 
have washed it 4 times but it doesn't seem to have had any affect.  Or do I 
have to keep wearing it and wait?

Cheers

John