The Wall Street Journal reports (subscription required) that "As part of a joint promotion between Gap Stores Inc. (NYSE: GPS) and the Big Board, traders will be outfitted with 1969 Premium Jeans from the retailer. Gap executives will ring the closing bell Friday, remotely from the company's San Francisco headquarters."

That's right: jeans of the floor of the New York Stock Exchange. It's part of Gap's effort to revitalize its image by offering more premium quality jeans -- at better prices than market leaders like True Religion (NASDAQ: TRLG) and 7 for All Mankind.

TheStreet.com's Jim Cramer says the presumption remains that we're doing badly. I disagree and will place my bets.

As a bull who feels like he's "won" of late, I am about as sure of myself as a gambler who has just had a couple of blackjacks, meaning that I expect to be given a 16 any week now. That doesn't mean you can't play out of a 16, especially when the dealer's got something similar. It does mean you have to be at the table.

I use the analogy because there's something about the "hotness" of this market after the employment number that flies in the face of what could happen if the big gains in the economy truly are all government and not private sector, especially if you look at the charts, which reveal an overextended and expensive market. The charts say we're about to stall out, and it bothers me because they've said that all the way up. And it bothers me because literally everyone I respect in this business -- except Steve Leuthold -- has emerged with a consensus view that the economy without stimulation would be near collapse, and even with stimulation will collapse anyway because of all the debt taken down to stimulate.

Here are some highlights from this past week's earnings coverage from BloggingStocks:

• Bidz.com Inc. (NASDAQ: BIDZ) Q4 earnings release included notice about an SEC investigation.
• Dell Inc. (NASDAQ: DELL) saw net income drop by almost 50%, falling short of estimates.
• Ducommun Inc. (NYSE: DCO) received an analyst's downgrade after its Q4 earnings release.
• Gap Inc. (NYSE: GPS) said Q4 earnings fell due to weakness at Gap and Old Navy stores.
• General Motors Corp. (NYSE: GM) worse-than-expected results prompted speculation about its survival.

My boss at WeSeed.com has a favorite stock - True Religion Apparel Inc. (NASDAQ: TRLG), designer of jeans in the $200 - $300 range. On one hand, who has three hundred clams to spend on denim these days? On the other, people who always had such money for frivolities may have not been hurt as much as those always wearing discount threads. Plus, the TRLG store here in Chicago is always crowded, and people are buying.

Well, the fashion-conscience company reported fourth-quarter earnings last night, and while people may still be buying, the continuation of this trend is suspect. In its last reporting period, TRLG earned $12.7 million, or 53 cents per share, easily exceeding analysts' estimates of 46 cents per share. This topped year-ago results of 37 cents per share by 43%. Net sales more than doubled, surging to $24.4 million.

Analyst upgrades:

• Barclays upgraded Spectra Energy (NYSE: SE) to Overweight from Equal Weight. The firm believes Spectra's valuation is attractive and that the dividend is secure.
• Soleil upgraded Sunoco (NYSE: SUN) to Buy from Hold on valuation following the recent pullback and maintains a $45 target on the stock.
  
• Friedman Billings upgraded O'Reilly Automotive (NASDAQ: ORLY) to Outperform from Underperform on valuation and the company's better than expected sales and earnings acceleration. The firm has a $38 target on the stock.
• Royal Caribbean (NYSE: RCL) was removed from Goldman's Conviction Sell List.
  
• Intercontinental Hotels (NYSE: IHG) was raised to Buy from Hold at Jefferies.
  
• Valspar (NYSE: VAL) was lifted to Neutral from Underweight at JP Morgan.

The Wall Street Journal reports (subscription required) that Levi Strauss will debut its new "Levi's Engineered Garments" label next week, beginning with four Bloomingdales stores. The line is a collaboration with Engineered Garments, a New York label.

The line includes $235 button-fly 501 jeans, $235 hunting pants, and $185 Army shirts. The premium priced products are a step up from the company's recent Capital E effort, with prices ranging from $138-195.

But more importantly, it's a big step up from the more moderately priced (but still high quality) offerings that have been the company's bread and butter since 1853. I'm skeptical about Levi's ability to convince people to pay premium-denim prices for a brand with such a long history of more mainstream offerings, but the line's existence is indicative of at least one thing: the brass at at Levi Strauss Inc. views high-end denim as the future, and wants a piece.

If they're right about that -- especially in the current consumer environment -- it's bullish for True Religion Apparel (NASDAQ: TRLG), the top publicly-traded high-end jean company out there. I don't think Levi's poses much of a threat as far as market share and, if the pie continues to expand, True Religion should prosper.

I know, I know, with the economy sputtering, why would you ever want to be invested in an apparel company that produces expensive jeans? Let alone have it recommended by a typically short-selling trader like me! But before I tell you the name of this stock that despite the obvious economic problems -- strong oil, weak housing and the dollar, mounting foreclosure, etc -- is sitting right near all-time highs, looking to break out, let's do a quick rundown of its competitors in the apparel retail space.

There's Polo Ralph Lauren Corp (NYSE: RL) and Lululemon Athletica (NASDAQ: LULU), which after substantial runups and crushing drops off their highs, have been trying to find their footing. Then there are steady downtrenders Under Armour Inc (NYSE: UA), American Eagle Outfitters (NYSE: AEO), Pacific Sunwear of California (NASDAQ: PSUN), Liz Claiborne Inc. (NYSE: LIZ) and Bebe Stores (NASDAQ: BEBE). And last but certainly not least, the stock-that's-gone-absolutely-nowhere-for-the-past-six-years-meaning-its-been-useless-for-both-longs-and-shorts The Gap Inc (NYSE: GPS).

When the current CEO of a $500 million company sells 3.2 million shares of stock -- more than half of his holdings -- it's bound to raise some eyebrows.

So give True Religion Apparel (NASDAQ: TRLG) for not trying to slip that one through. Instead, the company took the unusual step of issuing a press release announcing the sales by founder Jeffrey Lubbell before the filing of the Form 4 with the SEC. Of course, it couldn't help using the press release as an opportunity at spin. Take a look:

Mr. Lubell sold these shares for two purposes: first, to fulfill an obligation due under the marital dissolution agreement with his former wife; and second, to continue his financial, estate and tax planning.

So that explains it! Except how much of it was to settle the marital dissolution agreement (Us poor folk call it divorce...) and how much of it was for "financial, estate and tax planning"?

And more importantly, what exactly is "financial, estate and tax planning"? Or better yet, what stock sale wouldn't fall under the umbrella of financial planning? Might he have sold the shares to build a house made of gold, buy an island, or take a vacation in outer space? Of course the shares were sold for financial purposes! Any transaction involving money is financial.

This press release looks like a pretty desperate attempt at damage control. It'll be interesting to see how the market responds.

MOST NOTEWORTHY: RF Micro Devices, QLT Inc and Everest RE Group were today's noteworthy upgrades:

• Jefferies upgraded RF Micro (NASDAQ:RFMD) to Buy from Hold citing strong proprietary Asian channel checks. The firm believes RF Micro is past the worst of the inventory handset correction in Asia and that the MPG business is also recovering.
  
• RBC Capital said QLT Inc's (NASDAQ:QLTI) risk/reward has improved and expects divestment announcements to start in late Q2. The firm raised shares to Outperform from Sector Perform.
  
• Citigroup upgraded Everest RE (NYSE:RE) to Buy from Hold citing valuation, likely buybacks, the low risk of asbestos charges and the seasonal trade ahead.

OTHER UPGRADES:

• Merriman raised Level 3 Comm (NASDAQ:LVLT) to Neutral from Sell.
  
• Zions Bancorp (NASDAQ:ZION) was upgraded to Outperform from Neutral at Baird.
  
• True Religion (NASDAQ:TRLG) was raised at Morgan Keegan to Outperform from Market Perform.

An Associated Press piece looks at the balance fashion houses must strike in the pursuit of increasing sales: How to expand that target market without diluting the brand? It's a lot the challenges musicians face as they attempt to crossover without alienating their core fan base. Some succeed big time -- like Carlos Santana, Pavarotti, and Allison Krauss. Others fail in their crossover attempts and then find that their original fans aren't so quick to welcome them back.

Some industry observers are concerned that top designers have become all-too ubiquitous, licensing their names to cologne and other products outside of the company's traditional scope. And so they're losing their cache.

Is this a concern for shareholders of luxury couturiers like Coach (NYSE: COH)? With newer brands like True Religion (NASDAQ: TRLG) aggressively pursuing licensing deals, should we worry that the company will lose its reputation at a top maker of luxury denim, and better known for licensing its name to any tchotchke it can get a fee for?

When evaluating luxury apparel companies, take a very careful look at the company's efforts to protect its brands. Wall Street's push for quarterly revenue/earnings growth can make just about any new product look tempting to a management team motivated by stock options. But in the long-run, shareholders can only be rewarded if the brand image is managed effectively.

True Religion Apparel (NASDAQ: TRLG) is one of those companies that has a core cult following of investors, and it nearly defies logic. The company sells $200 and $300 blue jeans, among other apparel, has its own stores and also sells through key retailers like Urban Outfitters (NASDAQ: URBN), Neiman Marcus, Barneys, and other upscale retailers.

Shares are up big today, at $22.53 as of 10:20, and this more than 10% post-earnings move could get the stock within striking distance of its all-time highs from 2006. The company posted $0.21 net and $0.25 non-GAAP EPS on revenues of $35.7 million. Analysts were looking for $0.26 non-GAAP EPS and $35.7 million in revenues, according to First Call.

The company plans to add to its eight branded stores, increasing to fifteen stores by year end. The company is maintaining strong guidance for 2007, with $1.24 to $1.27 EPS and maintained about $167 million in revenue projections. First Call has estimates of $1.25 EPS and $166 million in revenues. This has been a stock that many short sellers have attacked, because after all, it sells $300 jeans.

This one has been shocking when you consider what the company does. It has a $500 million market cap. It has seen management infighting over a divorce that resulted in large share sales. Many on Wall Street think it is a prime short sale candidate. It hasn't been able to find a buyer. And it sells $300 jeans. Yet here it is, up over 10% and close to a year-high again.

Jon Ogg can be reached at jonogg@247wallst.com; he does not own securities in the companies he covers.

VF Corporation (NYSE: VFC) has made 2 big acquisitions. It spend $775 million to acquire 7 For All Mankind, a privately-held leader in the booming premium denim market, and another $110 million to acquire Lucy, a make of women's activewear.

The moves are consistent with the company's strategy of acquiring strong brands with high margins while divesting some of its lower margin labels. The company holds numerous household names in apparel, including Wrangler, Lee, North Face, and Nautica.

For investors, the 7 acquisition is a sign of industry faith in continued strength in the premium denim category, where $300 jeans are nothing out of the ordinary.

VF is paying about 2.5 times sales for 7, while fellow denim-leader True Religion (NASDAQ: TRLG) trades at about 3.35 times sales with a market cap of around $450 million. That company recently announced that it was concluding a review of strategic alternatives and would continue as a stand-alone company. I suspect that there was little interest on the part of prospective buyers.

The other premium denim play, which owns much, much less valuable brands, is Blue Holdings (NASDAQ: BLUE), the parent company of Antik Denim, Taverniti So Jeans, Yanuk and Faith Connexion. The stock trades at less than 1 times sales, but has a substantial debt load and it isn't profitable.

Investors should probably watch the premium denim industry from the sidelines for now.

MOST NOTEWORTHY: Dominion Resources (D), Digene (DIGE) and Deutsche Bank (DB) were today's noteworthy downgrades:

• BMO Capital downgraded shares of Dominion Resources Inc. (NYSE: D) to Market Perform from Outperform citing the sale proceeds for its onshore U.S. E&P properties that were below expectations.
• Digene Corp. (NASDAQ: DIGE) was downgraded to Sell from Neutral at Ferris Baker Watts based on the acquisition by Qiagen (NASDAQ: QGEN). Digene was also downgraded at SummerStreet to Neutral from Buy, as the firm views the Qiagen's acquisition for $1.6B as reasonable.
• Deutsche Bank (NYSE: DB) was downgraded to Underweight from Neutral at JP Morgan, as the firm sees better value in traditional credit-exposed banks.

OTHER DOWNGRADES:

• Norsk Hydro (NYSE: NHY) and BP PLC (NYSE: BP) were downgraded to Hold from Buy at Citigroup.
• Quiksilver Inc. (NYSE: ZQK) was downgraded to Neutral from Outperform at Robert W Baird due to valuation.
  
• Banc of America downgraded shares of SunTrust Banks Inc. (NYSE: STI) to Neutral from Buy on valuation as they believe further sales of Coke may not be very accretive to EPS.
• LifePoint Hospitals Inc. (NASDAQ: LPNT) was downgraded to Hold from Buy at Jefferies based on valuation.
• Clear Channel Outdoors Holdings Inc. (NYSE: CCO) was downgraded to Hold from Buy at DBAB on valuation.
• Matrix USA downgraded shares of Apollo Group Inc. (NASDAQ: APOL) to Hold from Buy to reflect rising costs and lower enrollment rates.
• Matrix also downgraded True Religion Apparel Inc. (NASDAQ: TRLG) to Hold from Buy on valuation.

Analyst summaries provided by TheFlyOnTheWall.com (subscription required).

BloggingStocks writer Georges Yared wrote an excellent piece yesterday in which he wondered whether Crocs Inc. (NASDAQ:CROX) is the next L.A. Gear. If it is, that is not good news for CROX shareholders. As Yared writes, L.A. Gear rose to prominence in the mid- to late-1980s, and faded into oblivion during the 90s (although it is currently working on a comeback). Clothing, particularly when marketed to the teen demographic, is probably the most fickle industry on the planet. As Jerry Reed sang, "When you're hot you're hot ... when you're not you're not."

Investors should tread extremely carefully when investing in hot clothing products. If the popularity of the product wanes, so will the earnings, and so will the stock price. Predictably, many of these companies attract the attention of that much maligned group of investors known as short-sellers, who seek to profit by betting on a declining stock price.

Here's a list of some of what I consider to be the top "Retail Fad" stocks going right now. As a word of warning, I am not saying all these products will turn out to be fads: