Fashion aficionados on the internet are perplexed, courtesy of British-Italian designer duo Jordan Bowen and Luca Marchetto. They introduced an unusual pair of jeans – currently dubbed as ‘pee stain denim’ by the internet. The jeans – which feature a dark stain spread over the crotch area making it look like one has peed on it – were the designer’s opening look at the fall/winter 2023 runway at the Milan Fashion Week. If the pee-stained pants were not amusing, the price would have got the internet holding their pee. Currently, the original jeans are sold on the internet at $811 (approximately ₹67,6000) while there is a lighter wash of the same jeans for a price tag of $608 (approximately ₹50,000).
Siddartha Tytler, designer – “The idea of wearing someone else’s pee or even the print of pee stain is repulsive to me. I am not for it. Why will I pay ₹50,000 for a pair of jeans when I can pee on my own jeans?”
What’s the need for the gimmick?
This isn’t the first time a high-end brand has opted for such ridiculous concept. In the recent times, one must have heard of mud-stained jeans, tape bracelets, and balloons latex pants. But what is the need for them?
“These brands spend millions on research and marketing. The point of selling such products is not the sale, but to create buzz around the brand. The curiosity among the buyers leads to them buying other goods of the very same brand. One knows that tape bracelet is not even for sale, but it created such a buzz around the brand that people are buying basics of the brand,” says Akash Choudhary, actor and fashion influencer.
Vivek Dhadha, fashion influencer, has worked with almost all high-end brands in India and adds, “In a social media driven world, such gimmicks act as fodder for content, grabbing eyeballs and giving the brand and their campaign the visibility they crave for.”
Talking sheerly from the gimmick perspective, Siddartha, states, “Some things are gimmicky, but it is great for editorial, for press, it is slapstick humor on fashion. But the concept of peeing is just sensationalism and plain gross.”
For fashion commentator and stylist Bharat Gupta “not every gimmick has an effective application”. “Some are to create conversation, to gain attention not only to that product but to the brand in its entirety. Price that high end brands charge is for the quality not the gimmicks,” he suggests.
Komal Shahani, stylist – “By relying on gimmicks to create interest in their collections, designers run the risk of sacrificing their authenticity and diluting their brand’s identity. it is more important than ever for designers to stay true to their aesthetics and values, rather than chasing after the latest trend.”
Will these pants find buyers in India?
The denims have indeed got Indian attention with everyone reacting to it, but will these pee-stained jeans find buyers in India? Akash mentions, “Fashion is subjective, and you cannot know what an individual wants to wear. People who are truly into high-end luxury won’t wear it at all, because they don’t need to prove a point. However, there could be few to wear it to cut out of the crowd to look different.”
Fashion influencer, Chirag Khanna echoes Akash’s sentiments, as he adds, “India’s fashion scene is diverse and always open to unique trends. There’s a market for quirky, high-end fashion items like these jeans. Some might find the whole pee stain thing oddly fascinating.”
Well, it won’t be a surprise if one walks wearing these jeans as Vivek rightly mentions, “Sometimes the most bizarre products have found the most takers.”
Bharat, on the other hand, would like to give the Indian audience a benefit of doubt: “The Indian consumer is a lot more aware of international trends and has developed a sense of individual style that doesn’t necessarily fall for gimmicks. If the concept is useful and executed well, it’ll have a market, not otherwise.”
Fashion trends that shocked the internet before
Siddartha Tytler, designer – “The idea of wearing someone else’s pee or even the print of pee stain is repulsive to me. I am not for it. Why will I pay ₹50,000 for a pair of jeans when I can pee on my own jeans?”
What’s the need for the gimmick?
This isn’t the first time a high-end brand has opted for such ridiculous concept. In the recent times, one must have heard of mud-stained jeans, tape bracelets, and balloons latex pants. But what is the need for them?
“These brands spend millions on research and marketing. The point of selling such products is not the sale, but to create buzz around the brand. The curiosity among the buyers leads to them buying other goods of the very same brand. One knows that tape bracelet is not even for sale, but it created such a buzz around the brand that people are buying basics of the brand,” says Akash Choudhary, actor and fashion influencer.
Vivek Dhadha, fashion influencer, has worked with almost all high-end brands in India and adds, “In a social media driven world, such gimmicks act as fodder for content, grabbing eyeballs and giving the brand and their campaign the visibility they crave for.”
Talking sheerly from the gimmick perspective, Siddartha, states, “Some things are gimmicky, but it is great for editorial, for press, it is slapstick humor on fashion. But the concept of peeing is just sensationalism and plain gross.”
For fashion commentator and stylist Bharat Gupta “not every gimmick has an effective application”. “Some are to create conversation, to gain attention not only to that product but to the brand in its entirety. Price that high end brands charge is for the quality not the gimmicks,” he suggests.
Komal Shahani, stylist – “By relying on gimmicks to create interest in their collections, designers run the risk of sacrificing their authenticity and diluting their brand’s identity. it is more important than ever for designers to stay true to their aesthetics and values, rather than chasing after the latest trend.”
Will these pants find buyers in India?
The denims have indeed got Indian attention with everyone reacting to it, but will these pee-stained jeans find buyers in India? Akash mentions, “Fashion is subjective, and you cannot know what an individual wants to wear. People who are truly into high-end luxury won’t wear it at all, because they don’t need to prove a point. However, there could be few to wear it to cut out of the crowd to look different.”
Fashion influencer, Chirag Khanna echoes Akash’s sentiments, as he adds, “India’s fashion scene is diverse and always open to unique trends. There’s a market for quirky, high-end fashion items like these jeans. Some might find the whole pee stain thing oddly fascinating.”
Well, it won’t be a surprise if one walks wearing these jeans as Vivek rightly mentions, “Sometimes the most bizarre products have found the most takers.”
Bharat, on the other hand, would like to give the Indian audience a benefit of doubt: “The Indian consumer is a lot more aware of international trends and has developed a sense of individual style that doesn’t necessarily fall for gimmicks. If the concept is useful and executed well, it’ll have a market, not otherwise.”
Fashion trends that shocked the internet before
- Distressed shoes – Rs 1.4 lacs to Rs 48,279
- Baguette Bag – Rs 86,194
- Chicken winged crocs – $59.99
- Potato Sack Pants
- Telephone cord necklace – Rs 1,45,189
Here’s how the internet is reacting:
- “How far have we fallen that pee-stained jeans become the latest fashion?”
- The smell is included or you have to buy the perfume?
- “No more having to wait for the bathroom, you can just p–s yourself and say it’s the design
- You ain’t cool unless you pee your pants