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The pursuit of the perfect denim is a perpetual chase, a meticulous process of fitting, religiously wearing, and sometimes even freezing. To some, denim is more so an investment than a staple item, with the rewards being the custom whiskers, fringes and other coveted qualities. With this in mind, it wouldn’t be wrong to think of Flying Horse Jeans as a ‘denim man’s jeans,’ as the recently minted British company is set to unveil its Fall/Winter 2013 line with a video. Here we take a look behind the scenes of co-owner Sanjay Madan’s factory, where the jeans are produced with meticulous care and attention to detail. From the initial purity of the cotton and rich indigo dyes, through to the finishing touches, Flying Horse Jeans makes itself hard to resist with the above video. Enjoy the above, and be sure to look for Flying Horse Jeans’ Fall/Winter 2013 collection on the brand’s web store soon.