Used to be that stonewashing was the most radical thing you could do to a pair of jeans. But Dish Jeans brings metal files, blowtorches, sanders and other hard-core implements to the process. The company, which is big in Canada, is trying to get its “hand-constructed” jeans popular in the U.S. This new ad campaign, from The BrainStorm Group in Denver, also includes webisodes where you can watch their products being beaten into submission. Not recommended for the faint of backside.
—Posted by Tim Nudd