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Byline: Sally Singer
One of the nicest developments in the cutthroat, fad-centric world of premium jeans has been the slow rise to power of Serfontaine, an ethically inclined company from Los Angeles founded in 2000. Serfontaine jeans are aged with fruit enzymes instead of stone-washed because, according to their creator, Mik Serfontaine, the latter process (involving volcanic rocks) is harmful to the environment. "Being a surfer," he says, "I've seen firsthand the runoff from companies that are stone-washing denim, and I've spent a lot of time in the laundry making decisions that could affect more people than ...