I'm saying its' like music trends. That is my observation. Yeah i've been knowing about japanese denim and dry denim for a while and hardly anyone knew about it. Recently it's become the "in thing" for underground fashion, but its not underground anymore so everyone trying to be diferent than LA denim wearers is going to have to find something new to be cool. I'm curious what is next. I'll probably find out if i stay on here. You still are confusing me.. "recently it's become the in thing".. You serious? Where? In Japan? In America? In Japan selvedge denim sales have plummeted since around 2002... and in America they've been up down every couple of years since the early 90's.. Brands like The Gap have been producing selvedge jeans every few years since the mid-80's, it's only now that you're noticing it because of the advent of fashion message boards.