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Fade Away

 You know the drill, if you want great looking jeans—slightly faded, worn and whiskered—then you've got to do the time. And that means wearing a single pair of raw denim everyday for a year (or two) to achieve the right amount of wear and personalization. But what if you could get that individualized fit and feel in a quarter of the time? Levi's has pioneered such a concept with their new Imprint jeans. First launched in Japan, naturally, the jeans have just touched down here in their popular 514 straight leg fit. Wear the jeans for 60 days and they'll look like you've worn them for six months. While the hardcore denim heads might scoff at the technology, they'll never know. Because your jeans will have that perfectly placed wallet outline, just like theirs. $79.50, at Levi's

  • Scavenger Hunt: Levi's has buried $100,000 somewhere in the US and is dropping clues online. Feeling lucky?

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