After Tony’s posts of some brilliantly faded Momotaros (scroll down here), and because of his ongoing personal project, I thought it only appropriate that the denim advert of the occasion concentrates on the actual “wear”.

This time we’ve got an old Levi’s advert from a few years back and it is, quite appropriately, titled Wear Them Out. Now, Tony’s been talking about this a lot and I fully agree. I’ve been torturing my Going to Battle Labels just under 3 months now, and they’re sprouting a few nice whiskers on the thighs and the cuffs’ve received some extra wear, and even some tear, from stacking them. Winter is a brilliant time to start wearing new jeans: Lots of opportunities to dip them into snow, waiting for that spring when the ice begins to melt and the possibility of washing the denim in the sea just keeps inching closer. Just to get more of that personalised thing going on. More on this wear-project of mine in the coming weeks.

Back to business. This ad not only demonstrates how important proper wear is for denim, but is kinda cool as well. The only thing that would’ve made the ad better would be if the instead of the guy they’d had a Naked Girl.

Ok, fine. Not a naked girl, but a girl wearing denim. Sheesh. Can’t a guy even dream. Besides, I blame Tony for adding the excellent Quolomo and erect81 labels to our product lines.

Anyway, here’s the ad: