Promo Jeans from Italy.

A brand that only makes jeans has no excuse for a poor fit. PMJ cuts them so they are right when you are sitting down and do not look like motorcycle gear when you are standing up.

The aramid fibre is woven in, not sewn on — that keeps the trousers soft and puts the protection where the sliding happens. Knee and hip protector pockets come as part of it.

The range is organised by line and covers men and women, in several washes and leg lengths. For the shop that means few models, many variants — the wall stays readable.

Motorcycle jeans are one of the categories with the highest repeat rate. Once someone has worn a pair, they buy the next in the same size without trying it on.