Two months ago youthandasia burst into the Japanese casual fashion world with its trendy C20s jeans. The entire shipment sold out immediately. Now youthandasia is counting on its new C270s and C290 jeans to satisfy the customers who were not quick enough to buy the initial generation of denim.

The new jeans will also be part of the Japanese Web site launch designed to better serve the Tokyo clientele. Previously, customers purchased products through an English only Web site using email and PayPal. But, with the new online store, everything is automated and in the Japanese language.

"There's always people who want to know more about where their products are from. Who makes them. What inspired the designer. They want to know the entire story. It's really more about trend and lifestyle rather than anything else."

That's an understatement.

Nick Christensen, the designer of youthandasia jeans, is quickly turning into a pop fashion idol in Tokyo, and talk of him is spreading across the Web in chat rooms and message boards. Rumors are rampant of him dating famous singers and models but according to him, "these things are simply not true. I could only wish they were."

So far, youthandasia shows the potential to become a serious threat to the leading jeans manufacturers. The older more established companies should be weary as young girls flock to buy jeans made from the cute California boy who they dream of dating.

The youthandasia Clothing Company is expected to soon be the top denim brand in Japan.




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