“At first, it was hard for us to relate to our target audience," comments Souvik. "But we quickly realized that underneath the sometimes strange behavior of denimheads—whether that was soaking their jeans in the bathtub in lieu of washing it in the washing machine to avoid losing too much indigo dye in their jeans, or participating in denim world tours where jeans would be sent around the world to be worn by different denimheads for a month at a time—there was an underlying theme of commitment to sustainability and authenticity...values that we could very much relate to.”