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JEANS IN PERESTROJKA  Denim is an indicator of a country’s well being: the more the domestic economy prospers, the higher the price of a pair of jeans. The theory is simplistic but probable. While the price tags are lower than in the wealthy West (where consumers pay from 180 euros for a basic pair of Diesel jeans to 300 euros for a pair of True Religions), the fashion sector is proof that Russia is climbing onto the podium of the BRIC countries, with the arrival of new brands that specialise in producing good old “Genoa twill”, a symbol par excellence of Yankee well-being and prosperity.

 

GUALA