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start by brushing the jeans with sandpaper where you want them to look worn. i did this while wearing them to get the effect in the right places.
take paper towel or kitchen wipe and pour some bleach on, not too much. start wiping the jeans where you want them lighter. proceed slow to see the effect. where fabric is broken it should be lighter.
finished jeans. you can make creases on the jeans while handling them, for the wrinkle effect. when finished, put the jeans in water for bleach to stop working. if needed, repeat after they dry.
note: I suggest using paper towels because it doesn't absorb too much bleach and therefor you cannot make white blotches. to make the look natural, compare to your other jeans for the "pattern".