Why would a denim Brand call itself “Cup of Joe”? One day, the navy secretary Josephus Daniels decided to resolve the mess on his ships by claiming: “Any mind bender habits that would distract the navy from performing their main tasks will be banned”. That day, along with many others, alcohol was banned from the fleet. Thus the cups started to fill with coffee, and the fleet sobered. Coffee then acquired a new name, “Cup of Joe”. We think that today’ denim world is quite messy with confusing claims and the extravagant market prices. We then decided to fill our cups with coffee, just to make the lives simpler for all of us. Would you care for one?