"Alaia's line has only just launched, so there are no sales figures yet, but demand for their Japanese denim is such that customers are advised to reserve certain styles in-store, or call ahead before visiting."
"A 30 pair that bags out after a few wears pushes you into constant washing, which breaks down the fabric even faster and wastes a lot of water. It's a vicious cycle."
"Good denim holds its shape, rarely needs washing, and actually gets better with wear. You end up with a completely different relationship with the garment."
Denim is experiencing a resurgence in fashion, with luxury brand Alaia and affordable brand Uniqlo leading the trend. Alaia's jeans are in high demand, prompting customers to reserve styles, while Uniqlo's straight-cut jeans are selling out quickly. The main difference between the two lies in quality, with Alaia's jeans maintaining shape better over time. Experts note that cheaper jeans may sag and require more frequent washing, which can damage the fabric and waste water. Good denim improves with wear, fostering a unique relationship with the garment.
Read at www.theguardian.com
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