Denim certainly is a hard biz to get into, especially with such a fickle target audience switching from pair to pair with no regard. But when you're hand-making some of the best quality denim out, it's not hard to get noticed. That's what Ashley James of Ruell & Ray is doingin Bristol, Tennessee. She's individually creating denim from deadstock fabrics that require a super secret handshake to obtain. That's why shops like Need Supply and Two Inch Cuffs can't keep them on the shelves. You'd be silly not to keep your eyes out for what Ashley and R & R do next.