"One afternoon in 1999, when the designer Shayne Oliver was in the sixth grade, he came across a magazine ad for Dirty Denim, a line of “pre-soiled” jeans by Diesel. The ad featured a collage of faux paparazzi photographs documenting the meltdown of a fictional rock star. Oliver was struck by the campaign’s tagline: “The Luxury of Dirt.” “That blew my mind,” he told me recently. “Spending money on something that looks dirty? I was, like, ‘This is genius.’ ” He informed his mother, a schoolteacher from Trinidad named Anne-Marie, that he needed a pair immediately."
C. Glazek, The New Yorker - Official Release Here
