A London fashion house has made headlines after launching a pair of jeans with a “pee-stain” look. The clothing sold out after being reduced from $800 to $608.
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The “Stain Stonewash” jeans made its debut at Milan Fashion Week during the Fall/Winter 2023 season and feature a lighter wash with a distinct design meant to mimic the appearance of urine stain. This concept is usually seen as embarrassing or undesirable, but the jeans became an instant hit and became a staple piece for fashion enthusiasts. However, there have been some mixed reactions regarding the denim design.
According to the New York Post, Jordan Bowen and Luca Marchetto founded the brand in 2018. They plan to grow it by welcoming risks while maintaining its identity. Jordanluca reportedly made more than $500,000 in sales between 2022 and 2023 due to the popularity of their bell-bottom pants.
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The niche trend surrounding novelty is nothing new, as brands such as Balenciaga and MSCHF have sold items that are considered unconventional. In response to the urine-stained jeans, social media users shared their thoughts regarding the price tag and design. One user wrote, “If you actually cared about fashion you’d just pee in your pants for real instead of buying this mockery.” Others made references to the film “Billy Madison” as there was a character who wore similar attire.
Whether you like the pants or not, fashion continues to evolve as new innovative and quirky design continue to upstart trends within the industry.