In the '80s, it was video stores. In the '90s, dot-corn start-ups. Today launching a premium denim line to cash in on the consumer's insatiable appetite for jeans is a temptation for anyone remotely connected to the apparel industry. As one designer puts it, launching a jeans line is as simple as making eggs and toast: Anybody can do it, but what makes one chef's version a hit is how perfectly every small detail of the recipe is executed.
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