Starting January 28, online shoppers at ASOS’ UK site will be able to purchase jeans that have moisturizing ingredients infused into the fabric. Denim Spa is a new line from Wrangler that comes in three “flavors” — Aloe Vera, Olive Extract, and the cellulite-preventing Smooth Legs — each of which, according to an article on the Vogue UK Web site, will “protect your legs from the dehydrating effects of denim.” Some of the ingredients to be found in these garments include passion fruit oil, rosehip oil, and shea butter. The Vogue article says that the ingredients’ effects last up to 15 days, but a reload spray, sold separately, will extend the jeans’ moisturizing “life.”
What’s the Big Idea?
Writer Megan Garber is amazed: “I had no idea [a problem] existed, but [it] must exist given that it now has a high-tech solution!…If wearing jeans systematically sucks the moisture from your legs, the most obvious retaliation is simply to buy jeans that come pre-lathered in butter. Your denim-dry skin will have no choice but to rehydrate, and you will once again be supple and un-arid!” The jeans will retail at ASOS for £85, or about US$136.