ONE HAND IN MY POCKET

Alanis Morisette leaves Kevin Smith movies to make jeans.

If going Dutch reminds you of bad dates and clogs, then thank Alanis Morisette for soon changing that. The eco-friendly denim brand she shares with Woody Harrelson, Reco Jeans, takes a new approach to selling us our denim – and we much prefer it.

Our favorite ‘90s singer and her celeb pal are calling all earth-happy customers to help price their new pants by taking part in a Dutch auction. Still confused? Basically, they want to know what you would pay for their jeans (made with recycled denim). The label will go on to price future collections with your two cents (or $50, as the case may be) in mind.

To encourage your bids, Reco is raffling 300 limited-edition box sets (jeans + ipod case) to those denim-wearers who get closest to the average bid. Wear these eco-friendly duds on your next date or with clogs and make Dutch cool again. We thought ‘you oughta know’.
--ARIANE ANKARCRONA



This story was published on July 14, 2009.