I remember a time when a pair of Levi 501s were cheap as chips. And then companies such as Diesel and Chipie (stop laughing, we all had a pair) stepped in to show that a pair of jeans were more then a pair of jeans, with a price to match. Now it's all about the premium denim, think, Blue Cult, Earnest Sewn, True Religion, etc, honestly you can't make these names up. The New York Times has caught the wave and have an article about the whole premium market - worth a read if you're thinking about spending $600 on a pair of jeans. Next.