"jean therapy"

Forget the hassle of trying on endless stacks of ill-fitting jeans in search of that perfect look. Emeryville-based indiDenim is taking the frazzle-inducing frustration out of the jeans hunt with its new retail website for men and women, allowing discriminating shoppers to design their own pair from the comfort of their keyboards. Customers can choose from among three SF-inspired styles - the Presidio trouser (left), fitted SoMa or relaxed Noe, which is available for women only - enter waist and inseam measurements and body type and then click through a series of design options to create a custom pair that arrives in about four weeks. At $135 to $145 a pop, you can go clean and simple or personalize your back pockets with embroidery and your initials, all without breaking the bank.  -Nerissa Pacio