Hemp jeans are strong and sturdy, no rips or early tears due to elastic material being worked into the cotton.  While hemp jeans may never be as soft as cotton jeans, they are 10x better for the environment. Whether you are talking growing hemp compared to growing cotton, or all the way to the chemicals needed to make your cotton jeans so soft and not rip and tear so easily.  Strong, sturdy, better for the environment, and they throw out all the post-COVID marketing like keeping the customer in the same size, so they don’t have to admit that COVID 10 isn’t really that bad.