Time for jean therapy

You can try but you can't deny it: denim is a special,

Old man Strauss, dry-goods businessman and entrepreneur extraordinaire, patented the idea of workwear with rivets back in 1873 - and the denim hasn't stopped coming since.

Every decade throws up a different incarnation: miners and bikers, mods and poets, rebels and rockabillies - all have clad shoulders and shanks in some kind of blue.

Levi's likes keeping it real with a host of street-inspired initiatives. These include Cinch, cult boutique, low-profile blank canvas for art and design - and packed to the rafters with Levi's hottest cool products.

A little love reaction with hip artists doesn't go amiss (such as graphic kook Pete Fowler and super-snapper Rankin).

This month, Cinch hosts Four Letter Word. It's a one-off exhibition art-directed by the Kitchen and featuring raucous photography by Ian Davies (styling Adam Howe). Spunky girls thrash about in new Levi's Reds and Levi's Vintages.

You like the sexy MC5 tee? Yours for a mere £35 - and there on the shelf in front of you.

OK, so it's all just advertising dressed up in beautiful sheep clothing but, like I said, you can't deny it. Denim is special.