Contributor(s): Professor Daniel Miller | What can we learn from the study of consumption? How can this contribute to wider issues in social science and even philosophy? How does this change our perspective on economic issues? These questions are explored through a simple question – why, in most countries, do half the population on any given day wear denim blue jeans? Daniel Miller is professor of material culture at University College London. His recent books include Blue Jeans (with S Woodward).