The main appeal of high-end raw denim is not its utility or technical performance. In fact, denimheads cherish flaws in their jeans. For example, fabric with yarn unevenness and imperfections is prized as "slubby", and the objectively weak chain-stitched hem is highly sought after. These flaws add character and uniqueness.

What is exciting about raw denim is that it develops highly personal wear patterns that reflect your life over a long period of time. Picture a beat-up pickup truck, or a pair of boots. You've had it for years, taken it everywhere, it's full of stories. That's the idea.