By  on May 18, 2011

During a day marked by lifelong friendships, numerous mutual admiration societies and nearly nonstop consensus, Christophe Loiron, owner of Los Angeles vintage store Mister Freedom, spoke out as a contrarian voice at the WWD Denim Forum.

After François Girbaud’s sobering presentation on the denim industry’s impact on the environment, Loiron’s first charge to the audience was to urge them to sell raw jeans that haven’t been treated with any chemicals and urge attendees to oppose the media’s practice of supporting conspicuous consumption by chasing and reporting new trends.

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