It’s always easy to know the things to say, because we’ve heard them regurgitated so often that we already know the formula. But it’s taking the chance to actually listen, to participate and think critically that removes us from the evils of lazy language.

Denim has helped shape pop culture since the dawn of time (ie: the late 18th century); in fact, we think the natural history museum should have a pair of Levi’s hanging somewhere next to the dinosaur bones. Some looks inspired us, other looks changed fashion forever. We are counting down to the number one iconic moment in denim’s pop cultural history.