Word: molvena
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...provocative mix of alternative companies has also entered the fray. Diesel, based in Molvena, Italy, has flogged its $99 jeans with imagery of naked blow-up dolls sitting at a board meeting with an obese ceo. Its U.S. sales have grown from $2 million to $23 million in four years. JNCO, of Los Angeles, considered the progenitor of today's wide-leg craze, has taken off from the backsides of skateboarders to the broader jean community. The company, with industry estimated sales of more than $40 million, has led the industry with styles such as suede chaps and huge...
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