aid – concept: behind the jeans / 1 January 2008 / 0 comments
The longer you wear a pair of Jeans the more beautiful they get. Perhaps you are the owner of a pair of old, frayed denims with a long and loving history, a caption of your very life. A close friend. And yet, what most people wear everyday is likely to be a new set.
Concept outline Jeans with that worn down look have never been as big as now. Every brand with dignity carry collections worn and stained artificially by machines, because few people who love jeans or want to look latest fashion have the time to wear them in. They are willing to pay well to stand out from the crowd and so ‘creative destruction’ is big business. The next trend in jeans could very well be denims worn in by other people before you buy them. Not only are these people strangers, they are foreigners and they live in a poor community. It is perfectly natural when you think about it. If we are to refine jeans the natural way this might as well take place in a developing economy where the reward makes a valuable contribution, like in sub-saharan Africa. What really matters is that they are people in traditional jobs who knows how to wear jeans and need the reward. A number of new jeans are distributed and put to daily use in the vineyard, goldmine, while fishing, etc. The wearer not only gets a new garment but handsome pay for returning it well used too. The buyer in a western fashion centra gets a pair of jeans with a colourful history (of course they are washed before arriving in the shop, leaving them in their prime). Perhaps your best fit will be bleached from everyday exposure to sun and salt, or have stains from grape juice, a hole in the pocket, some gold dust left in the fibers? The wearer will never be short of a talk subject, but has on a deeper level also supported a developing economy and brought people of different worlds together.