Boston - January 26, 2005

Forever in Blue Jeans

Late-night Madness Party at National Jean Co.

For just a moment, think back — waaay back — to those years when denim was not the underpinning of every outfit you wore. Because lest you forget, there was a time when Blue Cult was an aging ’70s punk band and Chip and Pepper were so many annoying cartoon chipmunks.

And you used to say to yourself, Dear heavens, what the heck am I going to wear today?

Cut to present day. Denim everywhere, from sun-up past sun-down. The latest variation on the craze? National Jean Company’s Late Night Madness party this Friday night, a one-shot only event where you can snag 20 percent off the above labels as well as Hudson, Sevens, True Religion, and, oh, a trillion others. Don’t feel like shopping? Go for the socializing. And the free grub, live tunes, and hairstyling by Sassoon Studio.

And, of course, the proximity to all that is low-cut, whiskered, and holey.

National Jean Co., January 28, 34 Langley Road, Newton Centre (617-969-2888); 8 p.m. to midnight. Also, on February 4-6, get 20 percent off a brand-new pair of jeans for every used pair you bring to donate to Rosie’s Place and Bridge Over Troubled Waters shelters.