Well I ran it through twice on a long stains cycle turned down to 30 degrees with prewash and extra rinse and a couple of tshirts in there to help 'scrub' it but my thinking was not a full load which may hold more soap between rinses. Bear in mind it had 2 washes before I started complaining!
It still smells a bit, particularly focussed on the top of zip by my face so I suspect the seller thought that bit particularly dirty and used one of those pritt stick type bars on that part specifically.
Anyway it's down to acceptable levels now; I wore it climbing on sunday. Not perfect but it's hanging by an open window and will only improve with time. Cheers guys.