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...

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.

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