A Golden Sales Pitch
http://www.sciencenews.org/articles/20070630/mathtrek.asp

A design incorporating the golden ratio makes blue jeans
aesthetically pleasing, or so the manufacturer claims.

The ProportionofBlu is a Los Angeles–based vendor of blue
jeans designed to incorporate the celebrated golden ratio.
The golden ratio is approximately 1.618:1, and it's defined
as the ratio a : b such that a/b = (a + b) / a. Many have
claimed that the golden ratio has divine, mystical, or highly
aesthetic properties.

The company says that the ratio was used to design details
such as the curve of the front pocket, the proportions of the
rear pocket, and the ratio of the hip stitching to the inseam
of the jeans. "This ratio is found throughout nature and has
been recognized as a fundamental component of all things that
man has found aesthetically pleasing," says a ProportionofBlu
press release.

See: http://www.sciencenews.org/articles/20070630/mathtrek.asp