"I like the process - from a brand-new unwashed pair of jeans until they're ready for burial. I really do wear them hard. I start off by doing a lot of squats to get the wrinkles in nicely. But the number one trick is wearing your jeans every single day and letting your sweat and oils start to morph the demin, so it becomes a very personal shape."
Carl Chiara, Design Director for Levi's Capital E & Red Collection.