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As the birthplace of Japanese jeans, Okayama Prefecture is more passionate than other areas in demonstrating the cross-generational appeal of denim.

In what organizers say is a first for Japan, local governments, labor unions and groups in Okayama have joined hands to create an accreditation program for aspiring “jeans sommeliers,” a term coined for people who are experts in jeans, to give consumers better advice on the right pair of jeans based on desired quality, design and price.

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