Why Proleta Re Art Makes £10,000 Jeans
Japanese label Proleta Re Art has been producing expensive denim for the past four years, with a method and fanbase behind the high price.
To illustrate, try sorting products on a big menswear site like Mr Porter or Selfridges from highest to lowest price. You'll likely find Proleta Re Art denim jackets at the top, alongside luxury items like £11,000 Brunello Cucinelli cashmere coats and Loro Piana shearling bombers.
Next to the £11,000 Brunello Cucinelli cashmere coats and the Loro Piana shearling bombers are denim jackets from a brand called Proleta Re Art.
Unlike Cucinelli and Piana, which have rich histories and Italian ateliers, Proleta Re Art is a more understated brand.
Author's summary: Proleta Re Art makes £10,000 jeans with a unique method.