The San Jose Mercury News has a feature on premium denim and it’s origins in California. While it’s no secret that a good portion of the premium denim companies are centered in California, True Religion, 7 for All Mankind, Chip & Pepper, Paper Denim & Cloth, Antik, Rock & Republic and Citizens of Humanity, what is remarkable is the celebrity reception denim is receiving. Everyone from Paris Hilton to Lindsay Lohan are collectors fine denim and there’s no end in sight. According to the story, even Levi’s is getting into the act with the opening of a Beverly Hills store.
Speaking to the News, Joes Jeans spokesperson Adriana Joseph says, `It used to be we only looked to New York and Europe for fashion, but people are moving their eyes westward.’
The full story can be found here.