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How do you distinguish yourself from other denim wearers?  Well, if you’re Brandon Svarc, founder of the Canadian brand Naked & Famous, you make jeans that glow in the dark.  Or that smell like fruit.  Or the heaviest jeans in the world.  The 29-year-old is like the Heston Blumenthal of the denim world—he’s driven by discovering new sensations, and while most of us are content with the selection of quality jeans available at MenswearUK, not so for Mr Svarc.  ”If I get feedback that someone says they hate it, I know someone else is going to think it’s the greatest thing they’ve ever seen,” he told Fox News.

Naked & Famous screatch and sniff jeans, available at Menswear UK.

His latest creations, scratch-and-sniff  jeans that smells like raspberries ($150/£93) or his 32oz jeans—three times the weight of a normal pair ($495/£307)—reportedly the heaviest jeans in the world, are capable of standing upright on their own.   Why would anybody wear these jeans, you may ask.  ”I find that human beings are fascinated by anything that is a superlative,” says Svarc on his website. “Well, these jeans are my denim superlative.”


—DT Staff

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Posted May 02 2012 in Denim Fashion » Denim Menswear
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