Brave New World meets the Wild West in a new line of jeans by Wrangler, slated to be available for purchase via ASOS come January 28. During production, the denim is sprayed with nourishing microcapsules so that as soon as you slide on the pants, they begin to — get this — moisturize your skin, apparently even going so far as to prevent cellulite. A company spokesperson advises purchasers against excessive washing, but if you’re a stickler for fresh blues, you can re-spray your pair to top off its moisture levels.
Lizzie Jagger (sister to Georgia May, who got her own big advertising endorsement not too long ago) is the face of the campaign for Denim Spa, and looks good enough to make us actually like the jeans, even if we’re skeptical of their miraculous beautifying qualities.
It might be a good idea for Wrangler to market these jeans with late-night infomercials. Or maybe SkyMall. What do you think?