The Success Of The High-end ‘distressed’ Denim Phenomenon

February 24, 2010

For years the hollow claims of every marketing guru who insists that consumers ‘demand authenticity’ has been neatly debunked by the success of the high-end ‘distressed’ denim phenomenon. Buying jeans whose wear-and-tear is implemented by far-flung factory workers and machinery, according to specific standards devised and overseen by layers of corporate design-management — and in fact paying extra for such jeans, and pretending that this somehow signals rebel style — a capitulation to simulacra-culture so Xtreme it would make Debord giggle and Baudrillard weep

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