There's a few cunning marketing approached to denim at the moment, which are both savvy & responsible at the same time. 'How can that be?' I hear you ask.
Well here are a couple of examples. Last night, those marketing nkotb, Sid Lee from Canada, teamed up with Amsterdam's own BlueBlood, for an exhibition of used jeans, by 30 'denim devotees'. They wrote stories on a blackboard about the jeans they wore, for 6 months, 5 days a week, from 9am-5pm!
The other savvy story that ties into this, that I heard about is French fashion label APC, were getting request from certain customers, that wanted USED APC jeans. Now...APC don't DO used jeans....but after getting so many requests from customers, they did this.
They asked customers who already HAD word APC jeans, to bring them into an APC store, in return for a voucher. APC then took the jeans away, had them washed & repaired, & then sold them to the customers who wanted the used pairs...A nice concept eh??
Well that's until you look at the price...a NEW pair of jeans cost about 125 euros. A used & repaired pair? Nearly 300!!!!
So thumbs-up to APC. It's a great concept of repairing & recycling..& what a great story to tell people & for them to pass on. But really, people must have more money than sense to fall for this marketing ploy. Go to the Oxfam DIY boutique for a worn pair for goodness sake & give the money to people who may need it!!
Check out Worn Relics, for a more honest way of doing it as well. This online retailer from Amsterdam sells second-hand stuff with the owner's stories attached...
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