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Lidl's new range of denim costs less than the ingredients for tonight's dinner.

On our minds is Lidl and their head-turningly cheap new denim range of shirts, jackets, jeans and accessories priced from £3.99. Produced in Bangladesh, the 58-piece We Love Denim launch is significantly undercutting the lowest priced jeans at their supermarket competitors (the key piece appears to be a pair of boyfriend jeans at £7.99). When asked how they have managed to get the retail price so competitive, the supermarket’s fashion buyers pointed at the company’s great purchasing power resulting in “savings that they can pass on to the customers”. The announcement of the range has created some headlines praising Lidl for their impressive value for money, and others criticising them for the questionable sourcing of the range. Read a Guardian article of the latter giving a guestimated production cost break-down of the jeans here.

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