French denim label Rica Lewis have announced the launch of the world’s first Fair Trade Jeans. What this actually means is that Rica Lewis “supports small farmers in developing countries by buying their cotton at a fixed price that cushions them from fluctuations in global markets and provides them a better living”. You have to admire the sentiments of Rica Lewis as they are now buying their cotton for 70% more than the average world price, however I can’t help thinking that they might sell more jeans and in turn do more to help farmers in Africa if they spent a bit more time turning the cotton into decent looking jeans rather than these dodgy looking things.