Prps is targeting two demographics at the same time: the young blue-collar market, and the urbane white-collar market. While it’s a fair question to ask, “How can a working person afford the pricey Prps?” The fact is that they do. The appeal to them is to own a really upscale pair of jeans. At the same time, the appeal to the up-market crowd is to own something that reflects the true working-class origins of blue jeans. The opening scene, with the license plates on the wall, reminds me of so many garages that I’ve seen in rural America where young men (and maybe women, too) would spend hours in their oil-splattered, grease-stained jeans with their heads under the hood of a car. The cadence of the movie is well aligned to the message. Hard-hitting and rat-a-tat-tat choppy, it recalls the rhythm of a car engine.People are not shown wearing the jeans in poses, but as the various models flash by, the viewer gets an impression of the styles and finishes which is just above subliminal. Donwan has a demeanor that is genteel and southern, but at the same time, urbane. He looks like he is as comfortable at a fashion show in New York City as in a garage down south. The music is hard driving but not at all overwhelming. Following up, watch our for the upcoming Q&A with Donwan that I will be posting shortly.