Jeans brand Naked & Famous Denim have unveiled their latest creation - a range of scratch-n-sniff jeans which release a raspberry scent when rubbed.
Images: Naked and Famous
The brand website
reveals how the technology works:
"The effect is created by coating the denim fabric with a special coating that contains mini microcapsules. The coating is applied and then baked into the denim. The tiny capsules have a bit of "perfume" inside and as you scratch them the scent is released."
According to the information label (which is peppered with exclamation marks) the coating lasts up to five washes "depending on how you care for them and how often you wash them".
You can pick up a pair from Selfridges or Liberty for a mere £135 each.
We have a few questions.
1. Why not just perfume your trousers?
2. Why are they only available for men?
3. Surely there are a limited number of occasions when it is appropriate to ask someone to bend down and sniff something you are wearing on your bottom?
4. If you have to run for the bus, will you not just smell of sweaty raspberries?
5. If you are only going to wash your jeans five times in their whole life cycle we suspect they might start to smell of something other than raspberries.
6. Why raspberry at all?
As a partial answer to that last question, The Mirror
reports that apple, banana, eucalyptus, grapefruit and mint scents are planned.
We imagine the eucalyptus version would be good if you have a toddler with a cold hugging your leg.
All of which leads to the obvious question: If you absolutely had to, which scent would you like on your jeans?
And for a glorious rainbow of denim, check out the gallery below:
While neon can be a bit too harsh, or pastel a bit too sickly sweet, this salmon colour is a really wearable inbetween shade if you fancy playing the pink lady.</p>
Only ultimate stretch coloured jeans in pink, £35, available to buy now from <a href="http://www.houseoffraser.co.uk/Only+Ultimate+stretch+coloured+jeans/153984131,default,pd.html?cgid=3009?cm_mmc=AWIN-_-Deeplink-_-NULL-_-NULL" target="_blank">House of Fraser</a></p>
If you're really feeling brave, then go for the colour of the summer: bright tangerine. These J Brand skinnies might be on the pricier side, but they'll be worth every penny. There's a reason why they're the A-list favourite.</p>
J Brand bright orange mid rise skinny jean, £205, available to buy from <a href="http://www.my-wardrobe.com/j-brand/bright-orange-mid-rise-skinny-jean-664824" target="_blank">my-wardrobe</a></p>
While flouro, banana or canary yellow is near impossible for most people to wear, this soft pastel shade is far easier to style. Plus at less than £40, they will hardly break the bank.</p>
Light yellow skinny jeans, £39.99, available to buy from <a href="http://www.riverisland.com/Online/women/jeans/skinny--jeggings--cropped-jeans/light-yellow-skinny-jeans-604836" target="_blank">River Island</a></p>
Follow in the footsteps of Cheryl Cole and get yourself some green pins. We're in love with this striking emerald hue.</p>
Ksubi super skinny low-rise jeans in green, £235, available to buy from <a href="http://www.net-a-porter.com/product/161215" target="_blank">net-a-porter</a></p>
Let's not forget that blue is also a valid option for coloured denim - just a brighter block colour twist on your standard skinnies.</p>
Coloured Cherry crop jean, £45, available to buy from <a href="http://www.oasis-stores.com/Coloured-Cherry-Crop-Jean/Jeans/oasis/fcp-product/3250158920" target="_blank">Oasis</a></p>
Curvier girls should stick to more flattering, darker shades - which are more slimming to the eye than brights and pastels. These berry-hued trews from Toppers are a prime example.</p>
Moto purple seven-eighths skinny jeans, £38, available to buy from <a href="http://www.topshop.com/webapp/wcs/stores/servlet/ProductDisplay?beginIndex=0&viewAllFlag=&catalogId=33057&storeId=12556&productId=2443107&langId=-1&sort_field=Relevance&categoryId=208527&parent_categoryId=203984&pageSize=20" target="_blank">Topshop</a></p>
Make a real style statement by colour clashing these Current/Elliott jeans with a bright orange top. (Or, just a regular white tee will do fine.)</p>
Current/Elliott The Ankle mid-rise skinny jeans, £165, available to buy from <a href="http://www.net-a-porter.com/product/171389" target="_blank">net-a-porter</a></p>
Even VB's got in on the coloured denim trend - albeit in a more classic fashion. Love 'em or hate 'em, white jeans are a summer style staple that return year after year, which would make these a real investment buy</p>
Victoria Beckham Denim mid-rise skinny jeans, £285, available to buy from <a href="http://www.net-a-porter.com/product/110448" target="_blank">net-a-porter</a></p>
If all these brights have you running scared, then the most subtle way to tap the trend would be to pick up a grey or black wash - it's the rock-chick's favourite, after all. Plus it'll last you all the way through winter.</p>
Ultra skinny jean in grey, £40, available to buy from <a href="http://www.warehouse.co.uk/ultra-skinny-jean/Denim/warehouse/fcp-product/305601#" target="_blank">Warehouse</a></p>
Want to pick up some coloured jeans but don't know where to start? Well the good news, is that you don't need to spend a fortune on your style experiment: these Matalan jeans are just £16.</p>
Coloured super skinny jean in red, £16, available to buy from <a href="http://www.matalan.co.uk/fcp/product/fashion-to-buy-online//Coloured-Super-Skinny-Jean-in-Red/37920" target="_blank">Matalan</a></p>