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brand
Paper Denim Co
Paper Denim & Cloth is a premium denim label focused on high-quality construction and vintage-inspired aesthetics. It represents the turn-of-the-century shift toward luxury casualwear. The brand emphasizes utilitarian design, Japanese textiles, and artisanal washes, catering to a subculture that prioritizes craftsmanship over overt branding.
History
Founded in 1999 by Alex Gilbert and Scott Morrison, the brand played a pivotal role in establishing the premium denim market. It introduced high price points and specialized washes to a mainstream audience. During the early 2000s, it became a cultural staple in the luxury denim boom. Although the brand faced various ownership changes and hiatuses, its historical significance lies in its early influence on the construction and marketing of designer jeans.
