Wednesday, October 7, 2009

Research shows Brits hang onto favourite jeans for up to 40 years

JEAN junkies relax - you are not alone in your denim hoarding hobby.

Even though you know you may never fit into them again, research reveals jean lovers hang on to their favourite denims for up to 40 years.

Many believe their slouching, tight-fitting or super sexy strides eventually will come back into fashion, even if that means shunning decades of trends and shedding the kilos, the Herald Sun reports.

A UK survey found the average Briton had five pairs of jeans and kept them for six years. But women kept their jeans longer than men.

Almost half of those interviewed believed their jeans would never go out of fashion, while three in 10 women - but only 12 per cent of men - admitted keeping their old pairs in the hope they would one day lose enough weight to squeeze back into them.

Some said they kept their jeans because they were the most comfortable thing in their wardrobe and others said their jeans represented sentimental memories.

Jean collector Emma Grasso, 27, has 12 pairs with the oldest being 10 years old.

"With time they get thinner and more comfy. They are almost like trackies, you just whack them on," she said.

Ms Grasso, who works at Dakota501 jeans shop on Chapel St, said she nicknamed her jeans based on their label and their cut and once spent $400 on a pair.

"I am lucky I can fit into all 12 pairs. I am attached to them and associate them with good times," she said.

She was surprised by the survey results, given that Gen Y was a "throwaway" fashion generation.

"Gen Y are into disposable fashion so they treat denim like that as well," she said.

"But the trend is transient and you see the same people buy jeans every six months."

The survey of 1000 Essex shoppers also found that 46 per cent of men had a pair of old jeans they used for messy jobs such as painting and decorating.

By Georgie Pilcher

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