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J Brand have gone and done something pretty smart by relaunching their men’s line as J Brand Denim Co. They have realised something most premium denim brands just don’t get and that is that producing men’s jeans is a very different business from producing women’s jeans. To ensure they get it right they have hired Sean Hornbeak, owner of LA vintage store and denim tailoring shop Denim Revival who’s goal is to produce affordable yet finely crafted denim that represents the everyday guy. The jeans will all be manufactured in the USA (including the actual denim) and will feature vintage detailing such as chain-stitched hems and pockets with hidden rivets. When the line launches in Aug 2008 it will retail between $185–$225.

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