I was recently flipping through a fashion magazine and stumbled upon a one page denim vs. denim editorial. The magazine put denim into two style categories, distressed and clean. Those aren't the exact names, but you can glean from the meaning that one style was the faded, overly distressed jean and the other was the clean, dark indigo jean. Both sides were full of celebrities that have been seen in either style and gave tips on how to wear it. As a denim blogger, I'd hesitate, or find it rather hard, to oversimplify washes into two basic categories, but it was an interesting piece nonetheless.
The reason I bring this up is because when I viewed Pur Premium's Fall 2010 collection, this editorial immediately came to mind. Almost the entire collection of denim would fit into the first category. There were varying shades of indigo among the offerings, but almost everything contained whiskering and/or abrasions. There was nothing that was over the top and destroyed, but the destructed effect definitely dominated. The decision to stick to one kind of wash is surprising and a departure from other brands, who attempt to fit into every category unless they have a niche market. Maybe Pur Premium is going a different route and not trying to be everything to everyone. Who knows.
Beyond that, what stood out most was the sizable offering of shorts. Short shorts, knee-length shorts, cuffed shorts and frayed shorts were prominent among the full-length jeans. Cropped ankle-length jeans weren't prevalent, but there were enough for those who like to meet somewhere in the middle.
A surprising inclusion were the pants with cargo-style pockets. The pockets had the pleating of traditional cargo pockets, but excluded the flap; a detail I liked. Most of the pants were heavily brushed for a surface that felt almost like moleskin with details like exposed stitching or military style camouflage.