Cheap(er) Designer Denim: Paper, Denim & Cloth to Lower it’s Prices

The designer denim company, Paper Denim & Cloth,  has lowered the retail price on their new and classic denim lines to $90-$130 (from $150 and up). I’m not sure why they lowered it (perhaps competition from places like H&M and Target?). I wonder if other higher priced lines like Rock & Republic and James jeans will follow suit?????