Denim Heads Case Study
Denim heads mostly prefer raw denim over regular, treated denim. As their culture is largely about wearing in their raw denim and giving them a soul and personality through wear, treated denim has no value. The importance of the weight of the denim - the ounces - is a constant topic for discussion, and more experienced denim heads often choose the heavier denim weave. Guido Kerssens mentioned that some denim heads will pay a premium price for having the hem of their just-purchased jeans taken out and sewn back with a special chain stitch machine, to guarantee that their jeans had their final touch by this machine. The opinion about the ounces differs from how the common fashion industry look at it to the denim head insider. As per industry defined heavy weight denim (eg. 15,4 oz ), is only considered medium weight in the eyes of a denim head, the stiffer the better. Or like wearing a cardboard box for a few months, according to one of our interviewees. …show more content…
They prefer to find their denim brand and style and stick with it. While they may develop feelings for a new denim brand, whose handmade jeans become their Ferrari, they tend to be realistic and loyal to a fit that compliments them and is the most comfortable. This does not imply that other brands can not be on the wish list, but this would be for collection and wearing reasons. Iconic brands denim heads prefer are mostly heritage-brands, such as Levi’s, Nudie, Evisu, Lee, Iron Heart or Momotaro (please see appendix ppXX). New denim brands that caught the eye of a denim head would make it there mantra to make something small for the ones who appreciate it and try to do it in the right way, without a lot of environmental effects, brand names that have been dropped are BDD and
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