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This single-minded approach has led to many denim ‘firsts’: the introduction of ‘luxury denim for the streets,’ by fusing high-level
craftsmanship with street level edge to create a new denim sector; the positioning of raw, untreated denim as a wearable and desirable rial; and the evolution of our distinctive denim silhouette, through the adoption of architectural and 3-D thinking into denim construction.

They have also promoted the inherent beauty of denim by creating washes and treatments that bring out its unique characteristics and qualities. Today’s sophisticated washing palette represents a full life-story, from raw, unwashed denim through deep indigo dyed to extreme bleached, with treatments adding multiple gradations of wear to create distinctive, textured garments with soul.

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