If you don’t want that ideal pair of jeans to lose their just-bought lustre you don’t wash them, right? Exactly. However, washing machine abstinence can bring its own set of problems. Namely, a damp, tramp-like odour. Talk about a dilemma.
Thankfully, Naked & Famous Denim reckon they’ve hit upon the perfect solution. The quirky Japanese purveyor of denim has designed a pair of scratch and sniff raspberry scented jeans. We kid you not.
When things start to get a bit hobo, you just scratch the old denim and before you can say Shoreditch hipster, your jeans release a raspberry scent and all is well in the world once more. Apparently it’s all thanks to a coating of micro capsules that contain perfume which is baked into the jeans.
Selfridges is among the stockists of this wacky invention.