Modern life puts us in a constant state of change, we change our jobs, we change our cell phone providers, some of us change partners and the vast majority of society changes their entire wardrobe on a regular basis by purchasing cheap, throw away clothing from unscrupulous high street conglomerate mega companies. No wonder so many people lack certainty in their lives, no wonder society is in a permanent state of flux and small wonder that commitment appears to be a concept as old fashioned as politeness to strangers. Well, the DWC is here to change all of that for you, the DWC aims to provide you with a constant in a world of transience by signing you up to 24 months of the same jeans, shirt, jacket or boots, as many as you like or as much commitment as you can handle. By signing up for the DWC, or any of its elements, you are removing uncertainty from your life in some small part. Whether you do that only through your jeans, or if you choose to extend that into other parts of your life doesn’t matter, what does matter is that you are proving that you can commit.
The twenty four month journey of choosing and acquiring a new pair of jeans, soaking them , breaking them in, watching their first evolution, setting your own wash schedule and sharing your journey with them for two whole years is almost like a denim pilgrimage for those who see it through. Two whole years is the perfect amount of time to really get to know your jeans, and to spend the time sharing your journey with others, as they share their journey with you, makes for a totally unique denim experience which will forever change the way you think about your clothing.
It has always been a contention of mine that high quality work wear, be that denim, boots, jackets or belts, is made to be worn hard and enjoyed. We are not buying a Rolls Royce to be kept in the garage and driven only on a Sunday, we are buying over engineered and constructed work wear made from some the finest materials available by some of the world’s greatest craftsmen. To not wear it as it was designed is to deny its purpose and will not give you the full enjoyment of ownership. Not only this, but I believe that it is the very essence of being a denim enthusiast to wear a chosen pair of denim over such a prolonged period that they totally become yours.
The DWC is here for the pure enjoyment of that most simple pleasure of wearing things which change and evolve over time, things which change colour, shape, texture and even size from new to worn. Prove your high school teachers and former lovers wrong by showing them you can commit, sign up today !