Death of the "It" Jean? Seven for all Mankind 10th Year Anniversary

The year is 2002 and Seven for all Mankind jeans have reached a feveristic pitch...suddenly the thought of paying $150 plus for jeans doesn't seem so crazy, and people are reaching deep into their pockets to pay for premium denim.  Seven for all Mankind revolutionized the denim market by convincing the masses that they needed and wanted premium denim...at premium prices.

Fast forward to present day, and Seven for all Mankind is celebrating its 10th year anniversary.  Are Sevens still popular?  I suppose...but they definitely aren't as popular as they once were.  Since Seven was founded, we've seen a ton of competitors emerge from the fold, the more recent being J Brand Jeans, Paige Premium Denim, Current/Elliott, Joe's Jeans...you get the picture.

But the other day I was talking with a friend, and I asked her...what are the popular "It" jeans that everyone just has to have now?  The best we could come up with was J Brand...or Current/Elliott among the fashionistas.  But beyond that we were stumped.  An "It" jean brand would scream at you walking down the street...suddenly everyone would be clamoring for their perfect pair of the brand.  But I don't see much clamoring going on these days....maybe its the recession. Or maybe I missed it...but if you know what the "It" brand of jeans is to be had, please fill me in...because I'm not sure that they exist at the moment.  Could it be? The death of the "It" jean?