(Image: Raina and Wilson)
Jeans have always been a cultural barometer: the free-flowing bell-bottoms of the ’60s, the ironed-on butt-huggers of the days of disco, the despondent denim that Kurt Cobain and his fellow unwashed icons turned into a grunge-era staple. A couple of years ago, the luxury denim-du-jour spoke volumes about our obsession with status symbols: if Jennifer Aniston has $450 Rick Owens jeans, why shouldn’t I? (The woman earned $1 million per episode—do we really need to answer that question?) Just when it seemed there was no limit to our appetite for excess, the recession hit. Yorkville shopaholics were checking price tags, sweet-16 spendthrifts stopped bringing mommy’s credit card to Aritzia, and dozens of cubby-size Queen Street boutiques plastered their windows with fire-sale signs. At the same time, classic brands (Converse, Timex and, yes, Levi’s) were making a comeback, and a woman who wears J. Crew was settling in at the White House. If you listened closely, you could almost hear the denim bubble burst. Nowadays, dropping hundreds of dollars for casual pants sounds, well, as ridiculous as it always did. The current must-have labels—like the appropriately named Swedish line Cheap Monday—are often priced in the lowly double digits. And if you need further proof that the era of democratic denim is upon us: Levi’s recently sued Dolce & Gabbana for ripping off its signature pocket-stitching design. The toast of Milan seeking inspiration in the everyman brand? It’s about time.
newsflash
April 7, 2011 at 6:39 am | by asGAP jeans are always under $100
I have always had a few pairs of cheap denim. If they fit well no one is thinking OH those are cheap. If you spend $400 and your muffin top runneth over poeple are NOT thinking look at those great expensive jeans. I think a mix hi/low is the best. The fabric of higher end jeans is what sells them for me.
April 7, 2011 at 8:28 am | by christinaSome of us would NEVER dream of spending more than $100 on one pair of jeans and most of the city can’t afford it. Reality Check is in order… I think this magazine is becoming too elitist for me to continue my subscription.
April 7, 2011 at 8:35 am | by JHSIf those $400 jeans are made in China most likely the quality isn’t there.
April 7, 2011 at 9:41 am | by CP48My policy regarding jeans regardless of trends is that there is no way I’ll pay more than $50 a pair. Period. Thank you Winners and half off ‘already reduced merchandise’ sales.
April 7, 2011 at 10:18 am | by downtowner@ JHS- The article is not decrying the end of double-digit-denim, but rather celebrating it. While I agree that “The Goods” section is often frightfully extravagant and elitist, let’s offer criticism where criticism is due.
April 7, 2011 at 10:53 am | by AshaEven the Gap gets up near 100 bones for jeans. I buy onsale at Banana Republic for a good mix of quality and price. I like dark wash, so jeans only last 10 months for me…
April 7, 2011 at 12:38 pm | by MikeBody Blue on the Danforth and Queen West is by far the best place to buy denim. They have the best selection.
April 13, 2011 at 11:09 am | by trish haddad@CP48: just cos something is made in China, doesn’t always mean all its parts are–oftentimes these companies will source material/fabric from elsewhere and have things assembled in China as labour is so cheap, and nowadays India and Vietnam, some countries in South America are all getting in on the action.
@Asha, let’s let JHS have their own opinion, that’s what this little section is for and it’s not like what this person said is so outlandish, it’s actually true!
@Mike: I wish BR jeans did it for me but their pants in general are a terrible cut for me! :(
April 13, 2011 at 5:55 pm | by assClub Monaco jeans, great quality for the price.
April 21, 2011 at 1:55 pm | by CharlotteI preferred this article when it first ran in New York magazine months ago.
April 23, 2011 at 2:15 pm | by MichelleSometimes it really is worth it to put down a couple hundred dollars for jeans. I swear by my APCs.
April 26, 2011 at 7:13 am | by ChaCha$30 jeans from AE. ‘Nuff said.
May 2, 2011 at 7:14 pm | by VI preferred all the unpretentious comments before that of Michelle’s on April 23, 2011 at 2:15 pm.
May 3, 2011 at 12:02 am | by sarahThere’s a new brand, Peter Says Denim and I’ve picked up a few pairs and they are by far the best jeans I’ve owned. SO comfortable and in the double digits!!! It would be nice to find them in Toronto somewhere.
May 4, 2011 at 11:02 pm | by M