Denim. It’s a serious business. If you don’t know your Japanese cotton from your river-washed selvage, you’re gonna get sorely hosed, loser. Thankfully the good people at Denham —a clothing line based in Amsterdam—have created the perfect primer for just how intense being a denim snob can really be. This hipster takes on “American Psycho” is pretty much perfection. The YouTube screen might as well have a watermark on it because, well, those beards, those coffee grinds, those skinny new vintage jeans, and the blood. Oh, the blood.

You may notice the video is largely cribbed from American Psycho, referring to two important scenes: the business card scene and the murder of Jared Leto. This is totally deliberate. Denim snobs are sort of like car snobs in that you can’t bring them ’round without first having to talk about how many horsepowers the latest Dodge Challenger has, except the denim snob is waxing poetic about insanely expensive pants.  The short is actually a brilliant marketing ploy from an innovative clothing line based in the Netherlands.

Other clothing lines could learn a thing or two from Denham because every ad for jeans should include at least a little blood and infinite amounts of facial hair.

Denham jeans founder Jason Denham says: “For us (the video) perfectly reflected the compulsive otaku culture that tends to characterise the inner core of the denim scene. We were confident it would make a brilliant parody of fashion in general and the recent heritage trend in particular. Plus, it reminds us to keep having fun and not to take ourselves too seriously.” You can check out Denham’s site here if that floats your boat

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