The favourite colour. The colour of sympathy, harmony and fidelity, despite being cold and distant. The feminine colour and the colour of spiritual virtues. From royal blue to the blue of jeans… and to the blue of sustainability.

Jeans are a true world fashion. They are worn by men and women; the elderly and even small children; beggars and millionaires; cleaning women and princesses; priests and proletarians. Conceived as a work garment, they became a typical leisure time garment a long time ago, and later went on to be stylized by adding an ironed crease.

Jeans are worn in all over the world and their blue colour has come to represent a whole world view. What blue do you like? Umm… No matter what blue it is, no one has yet been heard saying that the blue of blue jeans doesn't suit them.

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