Ashton Kutcher is the new face of Pepe jeans

Let us start by saying we have nothing against a cheap pair of non-designer jeans if they look good, but Pepe jeans just look cheap to us, and not in a nice way.  Anyway – apparently Ashton Kutcher is going to replace Sienna Miller as the new face of Pepe jeans.  We know he started out as a Calvin Klein model, why is he moving backwards in terms of quality jeans?