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I think it is also a reaction to the ludicrous lightweight fashion denim my other half buys. It is so light and flimsy the dogs have ripped through her nearly new jeans on a few occasions.
I think Iron Heart often chose fabrics and dyes that predisposed to fading well, but they also have some designed to not fade too. I also quite like the way the rapha jeans don't fade (though I have worn through a few pairs now).
dancing james
Fair enough. I don't think denim weight necessarily means better fades, it's the denim itself.