If we’re being straight, this idea has the syrupy scent of the marketing department. But since we first wore Analog’s Wheel Wash denim (Dylan Rieder’s signature Dylan Jean) we’ve become fairly monogamous. We suggest you visit your shop and give it the touch test.

The concept: All denim is washed and treated before it reaches your hips. To get the look and feel right, most companies tumble their jeans with stones and chemicals in an industrial washing machine — but two years ago Analog started washing its denim with used skateboard wheels instead of stones, thereby coining Analog Wheel Wash and a new line of super-soft pants. This season they’re applying the method to the full Analog collection, including boardshorts. We visit Analog’s design director, Joey Jorgensen, to learn the story behind this odd and clever process.