This refers to the report "My dear dear jeans" (August 24). Once upon a time, jeans were strictly weekend wear. But gradually, they've infiltrated every facet of our lifestyle. Now we wear them to work, big dates and even to formal events. Sales of premium denim jeans that can cost more than Rs 1.25 lakh in some cases, have proved durable. In these days of going green and environment consciousness some one came out with a figure that it takes about 12 litres of water to produce a pair of jeans. Interestingly, the less expensive jeans are looking better every day. On closer inspection, the cheaper versions might lack quality, but their sales are brisk. As the report emphasises many of the top executives of premium denim brand companies say they're not fazed by lower-priced competition. Ripped jeans for men and women are the new shining part of casual fashion. It's not a new fashion but it never gets old as well.
H N Ramakrishna Bangalore
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