The self-proclaimed "crazy Canadian denim nerds" at Naked & Famous Denim have a solution in need of a problem with their new line of "Scratch-n-Sniff" jeans ($150). The men's jeans are covered in micro-capsules of perfume that activate when scratched — releasing "the very manly scent of raspberry," says Rina Raphael at NBC's Today. The smell lasts at least five turns through the laundry, says co-founder Brandon Svarc. But "many of our male customers don't wash their jeans very often anyways. In fact, some 'denimheads' don’t ever wash their jeans at all."
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Create an account with the same email registered to your subscription to unlock access.
-
Puffed rice and yoga: inside the collapsed tunnel where Indian workers await rescueSpeed Read Workers trapped in collapsed tunnel are suffering from dysentery and anxiety over their rescue
-
More than 2,000 dead following massive earthquake in MoroccoSpeed Read
-
Mexico's next president will almost certainly be its 1st female presidentSpeed Read
-
North Korea's Kim to visit Putin in eastern Russia to discuss arms sales for Ukraine war, U.S. saysSpeed Read
-
Gabon's military leader sworn in following coup in latest African uprisingSpeed Read
-
Nobody seems surprised Wagner's Prigozhin died under suspicious circumstancesSpeed Read
-
Western mountain climbers allegedly left Pakistani porter to die on K2Speed Read
-
'Circular saw blades' divide controversial Rio Grande buoys installed by Texas governorSpeed Read
