You have to promise to wear the jeans for six months without washing them and upload regular photos you breaking them in to the Historytag site, keyed to each pair's unique identifier; in return, you get 20% of the jeans' sale price.
It comes from Hiut Jeans, whose excellent (I own a pair) jeans are made in Cardigan, Wales, employing the craftspeople who were laid off when the town's age-old denim factory shut down.
Questions we are asking.
Will this reduce the carbon footprint of a jean?
What will ownership look like in the future?
Does trust still matter?
Will you help to sell them because you own a bit of them?
Can you become a shareholder in a pair of jeans?
Will customers buy broken in jeans?
What will they pay for them?
Denim Breaker Club (Beta test)
(via Kottke)
(Image: Documentally)
