Denim is considered by many to be a mythical fabric, one of the few types of cloth that becomes only more beautiful with age, and with a symbolism that appeals to people across every class and culture. Denim is also big business, backed by clever marketing through narratives about history, craftsmanship, sex, and desirability. This book searches for the real soul of denim, tracing its makers and adherents in Morocco, China, Japan, Italy, Greece, New York, and elsewhere through first-hand accounts and personal histories, from Colombian dye-master Juan Manuel Gomez and British menswear designer Nicholas Daley, to vintage enthusiast Hitoshi Tsujimoto and Dutch denim.