Steven Tyler

The coolest people are all about denim, and denim is California's official state fabric

The coolest people are all about denim, and denim is California's official state fabric

Throw out everything you think you know about caring for bluejeans, and listen for a moment to Marie and Jim Shaffer, who named their company Jeans Genius for a reason.

The Shaffers are experts on denim: how it fits, how it looks, how it feels, how it sells. They consider themselves “jeaners.” In their world, there is no higher compliment.

“When you buy jeans at the store, you are buying a ‘raw jean,’ ” said Marie, who runs their Santa Monica denim store, Hail Mary. “You wear it, then when it’s dirty and you feel like you have to wash it, you must not. You crumple it up and you put it in a plastic bag in the freezer overnight,...

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