Hidden on a back street in Oakland, California in an unassuming warehouse lies what may be the pinnacle of denim craftsmanship in the USA. Roy Denim, the second of our videos to premiere at last week's 99% Conference, is actually just one man, Roy Slaper, whose obsession with making jeans has driven his small business into the conciseness of denim heads everywhere. In our video we learn about Roy's machine driven approach in creating his jeans, the birth of his business and how his obsessive attention to detail results in some of the toughest, nicest looking denim around.