This book investigates the extraordinary global ubiquity of blue jeans and the phenomenon of denim as the world's dominant garment. The author, Daniel Miller, challenges conventional historical accounts and commercial explanations for this widespread adoption. Through a series of anthropological case studies, the book explores the diverse meanings and contexts of blue jeans in various local settings, from hip-hop culture in Germany to fashion in Milan and recycling practices in the US. These ethnographies collectively build an understanding of the rise of global denim.

The book is presented as a comprehensive exploration into the global phenomenon of denim, aiming to provide clear explanations for its widespread adoption. It promises to challenge existing historical narratives and offer surprising insights into why denim became the world's dominant garment, suggesting reasons beyond mere commercial appeal. The inclusion of diverse ethnographic studies from various global contexts indicates a focus on understanding the cultural significance and local meanings of blue jeans. The work appears to be a scholarly yet accessible examination of a ubiquitous aspect of modern life.