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Are jeans as valuable as gold?  This may be the case of the current denim market not only here in the U.S., but in countries like Japan as well.  

Guy Trebay’s article over at The New York Times features the Hinoya Plus Mart in Tokyo where one can find a treasure trove of premium denim.  Hinoya Plus Mart isn’t some exclusive boutique.  In fact, it’s much like a flea market booth.  

So, what has caused this attraction to premium denim? Who started this high-end denim frenzy?   

Back in March, Denimology interviewed Paige Adams-Geller, the founder of Paige Premium Denim.  When asked why jeans are still one of the most popular items of clothing, Paige said:

“I think jeans are still so popular today because they are so versatile. We can wear them just about everywhere! Dressed up, dressed down denim today is comfortable and lasts a long time…”