Monday, November 24, 2008

Raw Denim Values

The values that I identify with in raw denim:

Durability - These jeans are meant to last years - even with everyday use. The seeking of wear, only acquired through extended, repeated use encourages keeping and using them for a long time.

Conservation - Energy required to wash and sand most jeans isn't wasted. These are processes that attempt to create the illusion of long-term wear, but greatly decrease the lifespan of the product.

Authenticity - The wear marks of raw denim are legitimate, 'earned' evidence of commitment to an object and a process.

Individuality - Because the denim isn't pre-washed or pre-worn, the jeans break in and conform to the owner's body - permanently making them uniquely theirs.

History - The jeans become a record of the events and objects in one's life, with physical evidence of the bike crash, spray paint can explosion, or cell phone.