- Jordanluca’s distinctive denim jeans feature a dark area around the crotch, likened to a pee stain
- The jeans have sold out on Jordanluca’s website
- Jeans were debuted at Milan Fashion Week last year
Over the years we’ve been used to gimmicks with jeans, from rips to distressing to stonewashing (kids – ask your parents) – but staining that makes it look like you didn’t make it to the bathroom in time? That’s a new one. But it is one that is proving – perhaps surprisingly – popular.
British-Italian luxury design company Jordanluca first showcased the jeans, which feature a darkened patch of denim around the crotch area, in its fall/winter catwalk collection at Milan Fashion Week in 2023. Since going on sale, a version of the Stain jeans – yes, that’s what they are called – in a lighter denim, which are high rise with a tapered leg and sell for $800, have proved a hit, selling out online.
Inevitably, the internet has had its say on the jeans, with some expressing their incredulity at the design – although when has fashion ever made sense? “Why would anyone wear this?” one person simply said. Another wrote: “You’re not cool until it looks like you’ve peed your pants.”
This isn’t the first time Jordanluca has raised eyebrows with its unusual designs. The company, founded by Jordan Bowen and Luca Marchetto in 2018, has previously launched jeans with horizontal zippers on the crotch and shirts with sleeve and head openings at both ends, as well as oversized trousers, among many others.
Jordanluca’s designs are proving popular all round – Vogue Business reported that its sales increased by 15% from 2022 to 2023 to more than $500,000.
It isn’t known when the jeans will be restocked online, but if you are interested, you can sign up for alerts on the company’s website.
