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PRPS Tears Up Next Season's Fashion In Their Denim LookBook

 - Feb 18, 2009   Updated: Aug 2 2011
References: denimology
I knew Appalachian Chic would hit it big someday. PRPS has released their new lookbook straight from the hills of Eastern Kentucky. All that’s missing from these fashion photos are a few teeth from drinking too much Dew, and a kid hanging off a hip.

The denim in the PRPS lookbook is suitably tattered, the models are suitably skinny, and the paint is suitably gone. But PRPS puts the premi in premium.

Implications - Consumers in modern society are looking for styles that feature a more relaxed look. No longer striving for over extravagant pieces, customers are seeking out simpler designs. Companies could integrate this aesthetic into their brand in order to attract more shoppers.