Thought I tripped over today; here's what I think a jeans manufacturer should adopt as their next ad strategy:
(it's the eco-friendly choice)
Why? Because it gets about 50 times more wear than anything else in your wardrobe, except maybe shoes. They are durable. You are happy to wear them when they fade and fray.
In style terms I have two pairs of jeans which i am happy to wear in rotation and have been doing so all of this year. Anything else in the wardrobe has much more limited use, you wouldnt wear any other trouser day in and day out across the year. It is a fashion staple, most other clothes accessorise to a much greater extent and are therefore less versatile.
Yes you would do this for a fair trade and organic line of jeans like Levi's Eco (note the little green tag in the pic above). I do know that growing cotton is not a green thing when it involves such heavy use of pesticides.
You would run a second hand exchange for those that like em scruffy which is to be encouraged. Jeans also record your shape, your life story (that scuff from when...) a nice antidote to anodyne fashion.
Seriously, I have seen the future and it is denim.