JEANS FALL-WINTER

2009/2010 TRENDS RESEARCH

FOR
 Freelancer Artist Agency is pleased to present you the Fall Winter 2009/2010 jeans
trends research. Our team of stylists and image consultants identified main women and
men jeans trends of the season Fall Winter 2009/2010.

Every single trend has been developed with the help of model examples took from the
fashion shows and advertising campaings of the upcoming season. As soon as celebri-
ties are the main trendsetters we decided to include also celebrities endosing every
jeans trend. In addition to the basic research we added some examples of new specific
washes.

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 introduction
Jeans have become almost like a universal uniform, central to our urban wardrobes
(and increasingly, the catwalk). They can be sporty, chic, left-field or conventional;
they can be ripped, washed out or paint-covered, raw, straight, slim-fit, flared or
baggy; they can be classic five-pocket models such as the 501 or more refined and
worked as the Elwood.

So here we are in the Fall-Winter 2009/2010. Flares have made a comeback, vintage
jeans sell for small fortunes on eBay or at auction houses more used to the old mas-
ters; neo-classical labels take inspirations from old models (Evisu, Von Dutch, Diesel);
Cheap Monday has relaunched the slim-fit; while Andre3000 dresses up “straight-leg”
jeans for a partuculary flattering rockabilly look; Current/Elliott conqured the whole
world with thier “boyfriend’s jeans” while Ksubi became a Hollywood cult for their
ripped models. Levi’s and Lee may have gone through some hard times, but both have
brought-out limited-edition reproductions of their old models, in ghe proccess highlight-
ing just how different iswhat they produce now. Today you can find any cut, any pat-
tern, any colour, at any price and hitting every latest trend.

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 main jeans trends
WOMAN MAN
boyfriend’s skinny
acid washed straight leg
ripped wide leg
high waist acid washed
skinny WASHES TRENDS faded
straight leg ripped
flared artistic
cropped bootcut & flared
faded motorcycle
artistic

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 boyfriend’s

This season, fashion isn’t only about wearing stuff from your own closet. One of the hottest trends
involves stealing.. from a guy’s wardrobe. That’s right – menswear-inspired fashion is hot for Fall -
Winter 2009, evidenced by the recent popularity of boyfriend jeans.

What’s a boyfriend jean? In a nutshell, it’s either literally a pair of guy’s jeans, or a pair of jeans
that looks and fits like it was borrowed from a guy – loose fit, low rise, cuffed hems.

Katie Holmes first started the boyfriend jeans trend last summer, sporting a pair of loose, cuffed
jeans with flats while out in NYC. Since then, it’s caught on in a big way (especially with celebs
like Rachel Bilson and Victoria Beckham), and is now one of the hottest jeans trends for Fall Winter
2009/2010.

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 boyfriend’s

Dsquared Freedom Of Chice G-Star

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 boyfriend’s

Gap James Jeans Acne

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 boyfriend’s
celebrities

Reese Witherspoon Winona Ryder Jennifer Aniston

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 acid washed

One of the hottest trends in jeans right now is Acid Wash. From faded denim to jackets, dresses to
skirts and shirts, acid wash is the casual look of the moment. We all remember the Acid Washed
jeans from the 80’s. We remember the craze that followed the jeans as well the total withdrawal
of the trend.
It seems that acid washed jeans in surfacing on the lower half of a number of celebrities signalling
the that the trend may catch up this year. New York Fashion Week Fall 2009 (Miss Sixty) proved
that acid washed denim is here to stay for a while, or at least for another season.
Acid wash jeans may still be a niche trend but they are gradually working their way into the main-
stream.

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 acid washed

Miss Sixty Gripp Jeans William Rast

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 acid washed

AKDMKS Ksubi Work Custom

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 acid washed
celebrities

Dsquared Freedom Of Chice G-Star

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 ripped
They look like they've been pulled out of the back of the wardrobe for the first time in 20 years.
But the new trend for oh-so-Eighties ripped jeans is a habit that is costing the A-list a fortune.

By all appearances, they could have been salvaged from the local charity shop, instead, the denim
was lovingly distressed by French couture label Balmain, whose creative head Christophe
Dercarnin says the price of these fairly average-looking jeans is justified because of the 'level of
workmanship' that goes into them.

Ripped denim hasn't really been big since the grunge days of the 90s... so it may come as a sur-
prise that it is back as a fashion trend for women .From jeans to skirts to shorts, torn denim is also
being embraced by certain members of the celebrity world, including Lily Allen and Lindsay Lohan.

So how does the 2009 take on ripped jeans differ from its past incarnations? The short answer is,
it doesn't really. Well not much anyway - it's more about how it's worn than the pieces themselves.
Unlike from the rebellious heavy metal torn denim of the 80s, or the loose grungy jeans of the
90s, the 08-09 ripped denim trend is all about being sexy and revealing.

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 ripped

Cheap Monday PRPS Baby Phat

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 ripped

Ksubi 10State Ksubi

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 ripped
celebrities

Viktoria Beckham Rihanna Kim Kardashian

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 high waist

The high-waist trend has been around for a few seasons now, but has never been more prolific
than it is for Fall - Winter 2009/2010 season. Popular on the runways, with celebrities and for
retail, this trend is one that almost anyone can wear.

When this style first became popular in S/S 2007, many celebrities wore high-waisted denim to
mixed reviews. For most, they looked much thicker in the butt and waist than usual (see photos of
Mischa Barton). Because of this, many fashion bloggers and celebrity gossip columnists discounted
the trend, saying high-waist denim only worked if you were rail thin and sometimes not even then.
This season, the style is more like Mary-Kate’s and Fergie’s. High-waist trousers and high-waist skin-
ny pants are more flattering cuts than the bulky wide-leg high-waisted pants of 2007.

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 high waist

Wood Wood D&G Wood Wood

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 high waist

Habitual James Jeans PRPS

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 high waist
celebrities

Heidi Klum Kylie Minogue Claudia Schiffer

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 skinny
Skinny jeans are in. While some people are loving new styles like wide leg jeans skinnies are still
in fashion too. They haven’t gone anywhere yet, and it’s doubtful they will any time soon.
If you follow runway shows, you probably already know that designers like Alexander Wang,
Derercuny, Burberry Prorsum and John Galliano for Christian Dior featured skinny pants in their
runway shows.

Back from the 70s, the skinny jeans trend is here to stay. Although everyone was skeptical about it
at first, now none wants to let go of this sexy style
Stretchy and skinny denim has some sex appeal to it, maybe that’s one reason why you’ll find lots
of celebrities and fashion models wearing slim-fitting jeans.
I

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 skinny

Dsquared Miss Sixty Wood Wood

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 skinny

Isabel Marant William Rast Gap

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 skinny

Diesel G-Star Black Orchid

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 skinny

Habitual Diesel Habitual

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 skinny
celebrities

Halle Berry Jessica Alba Lindsey Lohan

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 straight leg

Categorized between skinny and flared jeans, a pair of classic straight leg jeans should be an
essential part of any woman's wardrobe.

Unlike flares and baggy jean styles, straight-legged jeans look best in when they are in a deep,
inky shade, or the opposite extremely light shades. Most straight leg jeans available in the market
come in dark colors, such as deep blue and black, and light colors such as white and bleached.

Good for almost any type of occasion, straight leg jeans are one of the most classic jean style they
will never go out of style. Baggy and skinny jeans may come in and out of the fashion trend circle,
but straight leg jeans will always be on the forefront of jeans fashion.
They will never go out of style.

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 straight leg

G-Star Tommy Hilfiger Workshop Denim

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 straight leg

Diesel William Rast Dégaine

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 straight leg
celebrities

Cameron Diaz Leann Rhymes Teri Hatcher

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 flared

Flares are back! It didn't take long for us to see flared pants back on the runway.
Wide legged jeansare making a huge comeback this winter season and that too with a bang.
Wide-legged jeans look incredible on women of all age group who are tall as well as fit.
Stars are digging the look too and more and more pictures pop out overnight with flared jeans on
Victoria Beckham,Heidi Klum or other celeb trendsetters.
Styled with a 70s sensibility, flare jeans invoke a vintage-inspired nostalgia for the bell-bottoms
and hippie chic of the peace-and-love generation

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 flared

Diesel Burberry Freedom Of Choice

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 flared

Gap Ksubi Workshop Denim

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 flared

Habitual Paige Premium Habitual

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 flared
celebrities

Ashlee Simpson Giselle Bundhen Natalie Portman

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 cropped

Summer may be well and truly behind us, but cropped jeans are here to stay even as temperatures
dip and our holiday tans fade along with the memories.
Cropped capri style jeans are also getting the distressed treatment.
Cropped Jeans are made of stretch denim or canvas which delivers a particularly flattering fit.
A fashionable cropped length makes Cropped Jeans equally ideal with both pumps and heels.
This Autmn-Winter season cropped jeans are a little bit longer arriving almost to the anckle.

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 cropped

Habitual Dsquared JBrand

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 cropped
celebrities

Claudia Schiffer Rihanna Vanessa Hudgens

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 faded
There is a plenty of faded vintage washes that are in collection this season. These washes aren’t
nearly as bleached as the faded blues we saw last year, but they’re definitely more distressed
than normal blue-black and double stonewash rinses.

Probably the comeback of faded jeans is a deliberate effort by the fashion industry to reflect our
tough economic times. For one thing, they are cheaper to produce and can therefore be discount-
ed while still maintaining the same margin. Perhaps they also resonate with the mood of recession-
weary consumers. These jeans convey a sense of humility. They are a metaphor for losing the frills,
getting back to basics and working hard to turn things around.

Celebrities are loving the trend, from Ashley Tisdale to J.Lo, every body type can rock these faded
beauties. From super skinny to wide leg, this trend has "bleached" out to suit every fashionista's
favorite jeans.

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 faded

AKDMKS Top Shop Habitual

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 faded

Ksubi PRPS William Rast

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 faded
celebrities

Lindsay Lohan Kylie Minogue Dakota Fanning

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 artistic
There is a great variety of so-called “artistic” jeans made by designers.
Today's trends focus on the details of art and design offering the holders of the real ability to
speak. One can find different particular designers’ proposals, nuw cuts and revolutionary washes.
Women's designer jeans are stained with collections of crystal, pewter color, and bold embroidery
in elegant forms. The most decorative pockets, they are the hottest.
Leather accents added pockets to give them added emphasis. These trends and the accents are
even beyond the pocket and on the legs and inseams. Large, decorative shutters complete the
look.
Embellished jeans are the rage this season. This season has seen a coming of age of the embel-
lished jeans. The canvas has been liberated! We are seeing an enormous array of graphics as well
as techniques appliqués, patches, beads, embroidery, sequins, rhinestones, Swarovski crystals,
metal studs, painting/silk screening, lace, applications of jacquard weaves, laser “burned” designs
and even diamond and gold!

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 artistic

D&G Diesel Black Gold Y-3

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 artistic

Ksubi Fine Art by T Fine Art by T

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 skinny
Skinny jeans, with tapered legs and narrow-peg ankles, seemed like a flash in the pan when they
appeared in stores a few years ago. They seemed more suited to women. Today, though, sales of
men's skinny jeans are going strong, and mass brands Gap and Levi's are getting in on the action.

Explanations abound for why men would want to wear jeans that look so uncomfortable and
impractical. Some fashion observers say skinny jeans' tight hold on certain men stems in part from
the wearers' desire to show off their gym-sculpted bodies. Then, too, denim brands, retailers and
men's fashion magazines have relentlessly promoted skinny jeans. And pop stars like Justin
Timberlake and Kanye West, by wearing skinny jeans, have given something resembling permis-
sion for style-conscious young men to wear them.

Levi Strauss & Co. added room in the seat and thigh in its newest skinny jeans for men. True
Religion added what it calls a "four-way stretch" spandex material to its line of men's jeans selling
for between $172 and $398. (Worried that men consider spandex in anything other than gym
clothes to be for women only, it isn't advertising that detail.) True Religion says 15% of the top-sell-
ing men's jeans in its own retail stores were "slim leg" jeans in the first quarter of 2009, up from
11% in the year-ago first quarter.

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 skinny

Balmain Cheap Monday Copenhagen Unfair

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 skinny

Levi’s Kilian Kerner Corpus

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 skinny

Blackbird Cheap Monday Habitual

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 skinny
celebrities

Zac Efron Lenny Kravitz Pete Wentz

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 straight leg

One of the biggest trends for fall 2009 is the comeback of the slimmer, straight leg jean. Some
jeans available this fall will have simple straight legs all the way down from the knee to ankle,
while there will be more than a hint of the ‘80s with taper leg jeans, too. Men’s designer jeans
models to watch include Diesel’s Viker jean, which is similar to the popular Zathan jeans, but with
a straight leg.

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 straight leg

Dsquared Moschino Paul Smith

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 straight leg

Junia Watanabe Maison Martin Margiela Burberry

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 straight leg

Balmain Denim Demon Diesel

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 straight leg
celebrities

Orlando Bloom Robert Pattinson Pete Facinelli

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 wide leg

Baggy of wide leg jeans were the rage in the 90’s. With the domination of the skinny and slim
jeans in the last few seasons today we can notice the strong return of a wide leg jeans in men’s
collections. Alongside with so-called “boyfriend’s jeans” being the hype of this season for women
we see the strong wish of the return of comfortable large pants.

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 wide leg

Cheap Monday Costume National Dsquared

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 wide leg

Wood Wood Eastpak Y-3

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 wide leg

Copenhagen Unfair Gap Diesel

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 wide leg
celebrities

Jay-Z Kellan Lutz Brad Pitt

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 acid washed

In comparison with the strong present of acid washed jeans in women’s collections this trend has
not yet become the mainstream for men, but it is obviously the metter of several months. One of
the hottest trends of the Fall-Winter 2009-2010 season is gaining more and more popularity
between Hollywood male celbrities and european rock stars. 80’s are totally back!
The most trendy jeans brands such as Cheap Monday, Acne, Diesel or William Rast included acid
washed in their winter collections. There is a graet probabilty that this trend will conquer the world
completely by Spring-Summer 2010 season.

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 acid washed

William Rast Diesel Cheap Monday

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 acid washed
celebrities

Steve Aoki Adam Lambert

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 faded

Although faded jeans can never be as formal as their indigo counterparts and are rightly consid-
ered to be the king of men's casual wear, they still can be made to look hip and current.
Slightly faded blue jeans are a staple casual wear style that can also transform into a hip outfit
with a sports coat and the right dress shirt. Even more faded, “dirty denim” men’s jeans come in a
brown rusty color or dirty blue with stylized designs that can rise above trends with an enduring
appeal.

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 faded

William Rast Frapbois Dsuared

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 faded

Diesel Black gold Nudie G-Star

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 faded

Borka Balmain Paige Premium

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 faded
celebrities

Zac Efron Taylor Kitsch Jonathan Rhys Mayers

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 ripped

Ripped jeans were always present in mens’ jeans collections but the season Fall - Winter we see
the notorious abundance of this style alongside with women’s collections. This trend for men was
also confiremed for the upcoming Spring-Summer 2010 season according to the latest fashion
shows.

To begin with, the trend of ripped jeans is very masculine in nature. There is the rough, torn-out
and edgy look to the bottoms. Men will gladly flaunt this trend in style; guys love to wear torn stuff
or show skin. If a girl shows her thighs or knees, it's appealing. But with the guys, ripped jeans
need to be more stylish, have an interesting patch or print underneath. Also, it is very important as
to where are the jeans are ripped from. The ankles, pockets and hemline are a smart choice.

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 ripped

D&G Cheap Monday William Rast

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 ripped

Balmain Diesel Gilded Age

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 ripped
celebrities

David Backham Channing Tatum Jude Law

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 artistic

Over the past few years, certain artists interested in production, consumerism and work have
begun looking towards clothing and denim. Zoe Sheehan Saldana launced his “Shopdropping”
project with Wal-Mart. Damien Hirst makes limited edition luxury jeans collection for Levi’s which
boasts a great success in major world multibrand stores such as CorsoComo10, Colette and Lane
Crowford. Marithé+Francois Girbaud hits the clients with their limited edition totally artistic denim ;
while Evisu continues to develop its japan soul with elaborated, multi printed jeans.

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 artistic

Damien Hirst for Levi’s Dessault Apparel Evisu

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 bootcut & flared

Although the slim, tapered fit has made resurrection in the past few years, flared jeans are still
going strong. The inquiry about whether to cinch it in or flare it out is now answered by what view
you’re with and what image you want to depict. The taper leg is a European look: the British and
art institute-trained are more probable to rock a pair of spandex skinnies. The boot cut is a more
American, casual look.

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 bootcut & flared

Paige Premium Meltin’ Pot Silver Jeans

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 bootcut & flared

10State Silver Jeans Rockstar Denim

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 bootcut & flared
celebrities

Keanu Reeves Scott Spear Kellan Lutz

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 motorcycle

Motorcycle jeans trend was very popular in the middle of ‘90 and now it has come back
Motorcycle jeans are no more only the part of bikers’ costume. These jeans can be as wide multi-
pockets as slim knee protection inserts. G-Star has relaunched its vintage ‘90s wide motorcycles,
while Rockstar Denin proposes its slim variant of this trend.

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 motorcycle

G-Star Moschino G-Star

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 motorcycle

Adam Lambert Rockstar Denim G-Star Elwood

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 washes trends

The washes were mainly based around the concept of 'rough luxury', which in practice
means super vintage, super authentic, stained, dirtied, patched, 'hobo' type jeans. The
more modern washes looked watered and lightly tie-dyed with bleach tide marks, ripping
and subtle chemical washes.
 washes trends

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 washes trends

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 washes trends

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 washes trends

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 washes trends

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 washes trends

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 washes trends

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 most influent jeans brands
Acne www.acnejeans.com
AKDMKS www.akademiks.com
April77 www.april77.fr
Atelier LaDurance www.atelierladurance.com
Baby Phat www.babyphat.com
Black Bird www.blackbirdballard.com
Black Orchid www.blackorchid.com
Borka www.borka.com
Ceap Monday www.cheapmonday.com
Copenhagen Unfair www.copenhagen-unfair.dk
Current/Elliott www.currentelliott.com
Cycle www.cycleonweb.it
Dégaine www.degaineusa.com
Denim Demon www.denimdemon.se
Evisu www.evisu.com
Fornarina www.fornarina.com
Frapbois www.frapbois.jp
Freedom Of Choise www.freedomofchoicejeans.com
Gilded Age www.gildedage.net
Gripp Jeans www.grippjeans.com.au
G-Star www.g-star.com
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Habitual www.habitual.com
J Brand www.jbrandjeans.com
James Jeans www.jamesjeans.com
Kohzo www.kohzo.ch
Ksubi www.ksubi.com
Kuyichi www.kuyichi.com
Lee Cooper www.leecooper.com
M+F Girbaud www.girbaud.com
Meltin’ Pot www.meltinpot.com
Notify www.notifyjeans.com
Nudie www.nudiejeans.com
Paige Premium www.paigepremiumdenim.com
PRPS www.prpsgoods.com
Replay ww.replay.it
Rockstar Demin www.rock-star.com
Silver Jeans www.silverjeans.com
Siwy www.siwydenim.com
William Rast www.williamrast.com
Work Custon www.workcustomjeans.com
Workshop Denim www.workshopdenim.com
Wrangler www.wrangler.com
10State www.10state.com