Letting rip: Retailer runs consumers ragged

Amsterdam – Discount clothes retailer Zeeman has launched a campaign called Destroy Your Jeans, which teaches customers how to give discount jeans the worn designer look.

Four tutorial videos on its website take the viewer through techniques such as cutting and fraying the denim, and splattering the jeans with paint. A pdf document is also available with more details about how to give the fabric a ragged look.

For more about how brands are trying to appeal to the post-recession, cash-strapped consumer, look out for our Just Not Generation report, coming soon to our Tribes section.