This article was taken from the March 2014 issue of Wired magazine. Be the first to read Wired's articles in print before they're posted online, and get your hands on loads of additional content by subscribing online.
Brandon Svarc designs denim for his label Naked & Famous, but his latest lines are for the smelly and clumsy. At least that's what we thought when we heard about two new pairs, one Teflon, one scratch-n-sniff.
Teflon we get. The nonstick coating keeps jeans fresher for raw-denim lovers who don't wash their clothes much. And for the maladroit: spill wine on them and it just beads up and rolls away.
But... aromatic jeans? The company has produced raspberry jeans and the next pair are mint. Scratch them and baked-in microcapsules break open, releasing an aroma. The capsules will last through at least ten washes.
Svarc says the smells are intended as a novelty feature. "If you want to get rid of your body odour, you should definitely wear deodorant," he says. But that won't stop us from a quick scratch to freshen up a little.
This article was originally published by WIRED UK
