The Cost of Being Cool

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You can buy selvage denim at J.C. Penney now. The jeans cost $35.

Pick them up and they feel a little light but that’s what you get for the nearly $100 price difference from most competitors. Roll up the cuff and there’s the telltale self-edge–where the jeans get their name–running up the outside seam. Turn them over and that same red and white seam is on the top of the back pocket, an ugly and extraneous bit of adornment. But, in this case, it serves a purpose.

It says: Look at the damn miracle we’ve created. You can now buy the jeans denim-heads covet in the same place where your father once bought a poly-blend suit and a clip-on tie for special occasions. Never mind that the traditional Penney customer never knew he wanted selvage jeans, much less the difference between those and regular jeans. The point seems to be that it can be done.

So maybe it’s not a miracle, but rather an experiment. An experiment that’s failing.

Read the rest of the entry over at COOP

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