New York Post
This denim design was not an accident — despite looking like you’ve had one while wearing a pair.
The unorthodox Jordanluca jeans, which debuted on the fall/winter 2023 runway, feature a dark stain in the groin area of the pants, and critics say it appears like the wearer has wet themselves.
The jeans by the British-Italian menswear brand are now sold out online — a lighter wash is on sale for $608, originally $811 — but the images on the internet are forever.
The unusual jeans have earned the title “pee stain denim” as a result of online criticism.
“No more having to wait for the bathroom, you can just p–s yourself and say it’s the design,” one person wrote online, The Sun reported.
“Why would anyone wear this?” someone else chimed in.
“So f–king stupid,” commented one user.
“You ain’t cool unless you pee your pants,” added another.
The denim was the opening look for the label’s fall/winter 2023 runway at Milan Fashion Week, a collection that ushered in a new wave of sex appeal for the brand, founded in 2018 by Jordan Bowen and Luca Marchetto.
While their unconventional pieces — like jeans featuring a horizontal zipper on the crotch, or shirts with sleeve and head openings on either end — have raised some eyebrows, Jordanluca has found success as an edgy yet luxe label.
Vogue Business reported earlier this year that Jordanluca sales soared 15% from 2022 to 2023, totaling more than $500,000, as it becomes a fan favorite on sites for international vendors like Farfetch, Modesens and Machine-A.
“Its statement elongated bell bottom trousers, as well as its strong tailoring propositions, has placed it on the top of the customer demand,” Stavros Karelis, the founder and buying director for Machine-A, told Vogue.
“I believe that the brand is going to be extremely popular in the coming seasons, establishing it as one of the key fashion players on an international level.”
The designers tell Vogue that they’re planning to grow their still-nascent label, which hinges on mainstream aesthetic defiance. As it evolves, maturing without losing its brand identity, they said, is a welcome risk.
“We are willing to react, respond and learn,” said Bowen. “We are growing up without losing the flavor.”
This was originally published on The New York Post
