For years the hollow claims of every marketing guru who insists that consumers ‘demand authenticity’ has been neatly debunked by the success of the high-end ‘distressed’ denim phenomenon. Buying jeans whose wear-and-tear is implemented by far-flung factory workers and machinery, according to specific standards devised and overseen by layers of corporate design-management — and in fact paying extra for such jeans, and pretending that this somehow signals rebel style — a capitulation to simulacra-culture so Xtreme it would make Debord giggle and Baudrillard weep