So I got a new pair of jeans.
Ho hum. That makes about 29 of 'em. And despite my long-time love for Levis, I decided to try something a little new this time.
I went with an Italian brand named Nudie, and its Slim Jim Dry Organic Denim.
Uh, but not because of the way they look on me today.
Because of the way they will (should...I hope) look on me in June of 2008.
Until then, to get the optimum look, Nudie is telling me NOT TO WASH these jeans for a minimum of six months.
Now I know this sounds loopy, but there's a method to the madness. According to the book that comes tucked into the pocket of each dry jean (written in magnificent Italian English):
"Real denim lovers use their jeans dry and we promise you a great result on the naturally-worn denim. If you wait at least six months before washing and use them a lot they will get fabulous. The indigo will be worn off the jeans in places where you make natural creases. When you finally wash your well-worn jeans, the indigo will fade off and you will get contrasts in those places.
"If you wash your dry denim after just a short period you will get a basic pair of navy blue jeans, which is quite boring actually. You have then started the magic bleeding process too soon and the possibility to get the marvelous contrast in creases is gone."
Cool idea. In a world where most every premium jean really kinda looks about the same, Nudie is differentiating itself NOT by the look, but by the STORY.
Since I bought 'em, I've worn 'em four times, and each time, just HAD to tell people about 'em (when was the last time YOU did that about a pair of jeans?). And people I've run into since look at whatever jeans I'm wearing and ask: "Are those the ones you're not supposed to wash?" (And when I asked the woman who sold them to me what happens if I spill some ketchup or mustard or maple syrup on them, she simply replied: "Wear 'em dirty!")
Yes, the company has a whole line of regular, pre-washed jeans as well, but so what? That's everyone else's story.
The great unwashed ones have taken on a life of their own.
And will continue to do so for another half-year.
May not be great hygeine, but it's great marketing.