Premium denim bubble burst? Hardly. I own two juniors boutiques in college towns and I know the owners of several others and premium denim is a major profit generator for all of us. The trend shows no sign of abating on the college student scene. VF has shown real aplomb at picking the hottest brands with real staying power and continues to grow them without dropping their quality or appeal. North Face, Reefs, Seven, all are pure gold. I own VF shares because I see how well their brands sell every day. Not only is it a great company with lots of growth potential, it pays a sweet dividend too!