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- fashion trends
- Social media
- viral
Journalism of Courage
This is an archive article published on April 28, 2024
British-Italian designer label sells ‘pee stain denim’ jeans for Rs 50,000
London-based designer label Jordanluca by designers Jordan Bowen and Luca Marchetto is being discussed for its Fall/Winter 2023 offering, jeans with 'pee stain'.
'Pee stain demin' jeans from Jordanluca goes viral
From ‘naked’ dressing to ‘ugly’ dressing, the fashion industry has seen some truly outlandish trends that push the boundaries of conventional styles. Jordanluca, the brainchild of designers Jordan Bowen and Luca Marchetto, grabbed eyeballs after they introduced an unusual pair of jeans—now dubbed ‘pee stain denim’ by the Internet—triggering chatter among fashion aficionados on social media.
The idea is simple. The jeans in question feature a dark stain in the crotch area making it look like you have peed in it. It debuted as the opening look for the designer label’s fall/winter 2023 runway at the Milan Fashion Week.
Take a look here:
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The design has now gone viral on TikTok. Many social media users, across platforms, are wondering who would buy a pair of these, and why!
The British-Italian menswear is selling a lighter wash of the ‘pee stain denim’ jeans for $608 (Rs 50,700 approximately), while the original pair of jeans is priced at $811 (Rs 67,600, approximately). According to Vogue Business, Jordaluca sales increased 15 per cent from 2022 to 2023, which is over $500,000 (Rs 41,685,200, approximately).
This is not the first time that an unusual fashion trend sparked a discussion on social media. In 2021, LEJE launched its two types of ripped jeans – ‘Slashed’ and ‘L’. Slashed jeans were priced at $375 (Rs 31,000, approximately) and L jeans were sold at $474 (Rs 39,000, approximately).
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