As apparel goes, jeans fill a unique niche. Originally marketed strictly as work clothing whose main sales point was durability, ever since the ’60s denim trousers have become ubiquitous, first as the uniform of the counter-culture, then as a template onto which various high-rent designers projected their hip cachet, and finally as pretty much the world’s de facto leisure wear. Levis, the original jean manufacturer, can charge anything it wants and in such a way became the standard for pricing. Anything more expensive than a pair of basic 501s was considered ostentatious; anything cheaper was, well, cheap.
Last March, discount clothier Uniqlo broke the thousand-yen barrier at its even cheaper retail subsidiary g.u. (or jiyu, which means “freedom”) by putting on sale jeans that cost ¥990. Since then, other cheapo retailers have followed suit and last week the discount chain Don Quijote announced that it would be selling its own “private brand” (PB) of jeans called Jonetsu Kagaku (passionate price) for only ¥690 per pair.