How do you tell the story of denim?

Amsterdam - One pair of jeans retails for as little as 20 euros - others as much as 500 euros - now try explaining that to the consumer. Denim is a complex product and the production process consists of many steps, all of which contribute to the final price tag. How does a denim brand explain to its customers how its products are made? How do you translate that ‘denim feeling’ to an image and to a campaign? That requires a fair bit of marketing know-how. FashionUnited asked the well-known denim labels Scotch & Soda Amsterdams Blauw, Denham the Jeanmaker and G-Star Raw: how do you tell the story of denim?