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.
Spearheaded by Kurashiki Fashion Center Co. and Okayama Prefecture Apparel Industrial Union, with the support of the prefectural government and other entities, Japan's first examination for jeans sommeliers was held Nov. 14 simultaneously in Tokyo, Osaka and Okayama.