Evolution is a strange process. A few years ago people said no one will pay $100 for a pair of jeans, then they said $200 never! Now we see the emergence of a totally new segment in the premium jeans market; ‘Ultra Deluxe’. Since the birth of the premium jeans market (Which PSFK Credits to Earl Jeans) prices have been steadily heading northwards. In September British luxury Jeans label London Denim launched its ‘Tattoo’ range of customised jeans in Harrods of London. Prices started at $600 and went steadily North to $1600.
PSFK thinks that this is the evolution of a new segment. Wealthy girls want to differentiate what they put on their legs from the rest of society. Anyone can buy premium jeans Earl, Seven, Edwin etc from virtually any high street now, but not just anyone can commit to a pair of $600 jeans.
From a product perspective the difference in price between premium and ultra deluxe is the same as buying a Stella McCartney skirt from H&M for $30 or from her boutique for $600. You’ll get an echo of the style with the $30 skirt but for the real deal in manufacturing, quality of cloth and design you have to splash $600.
Ultra Deluxe denim is now here, if you moan about it, it’s just because you’re jealous and can’t afford a product which in essence has its roots in work-wear.
So the PSFK prediction: Lot’s of Moaning.