The premium jeans exclusively ripped by lions
Zoo Jeans has gone where no denim brand has gone before - giving their jeans to lions and tigers to rip up
Now that pre-ripped jeans have become suitably mainstream, denim brands have been puzzling over how to get that mystery back. Zoo Jeans' answer: give the denim to lions, tigers and bears to play with, and incorporate the bite and tear marks into a premium range of jeans.
This is not a belated April Fools' – watch the video for further evidence of wild animals 'designing' the jeans. Nor is it, in fairness, a designer gimmick. Zoo Jeans was started by the Mineko Club, a group of supporters of Kamine Zoo in Hitachi City, Japan. You can choose between three jeans styles, each of which have been chewed by different species of animals and are on auction now. Proceeds will go towards the Kamine Zoo and also WWF.