The Premium Red line came first, late last year. These cotton/hemp jeans, priced at pounds 85 to pounds 100 a pair, were designed in a 3D rather than 2D fashion to be more roomy, comfortable and ergonomic in appearance than traditional 501s. More importantly, they feature a twisted seam that angles from the hip to the knee and then down to the ankle, instead of straight down the side of the leg.

In the last gasp of the 20th century, fashion went vintage crazy. Clothing companies dipped into their archives in an effort to find classics that could be reinvented, and designers began basing their collections on past eras, using old fabrics, buttons and deliberately aged fabrics.