The idea might chill some denim lovers to the bone, but pairs of reversible designer jeans that you clean by sticking them in the freezer are selling like hot cakes among Dubai’s cool crowd.
The best way of doing so, according to the LA-based designer of the jeans, Carl Jones, is by popping them in the place you normally keep your ice-cream.
The Saks Fifth Avenue outlet at BurJuman shopping centre is the only place to store the ice-cool jeans in Dubai.
A clothing manager at Saks said that the latest line of the Bleulab jeans has been on sale in Dubai for the past three months and has proved “very popular” with customers. “Some of the designs have even sold out,” the Saks man said.
When in need of a clean, the jeans are placed in a special zip-lock, Polly Pocket-style bag and then left to “marinate in the freezer for at least 24 hours”, according to Bleulab.
The firm says on its website that the ‘freeze clean’ method works on both sides of the jeans as it “helps preserve the denim’s waxy, leather look that generally goes away with constant wear and tear”.
However, it’s not just the Cool chicks in the emirate who now have the stretchy Bleulab reversibles at the top of their fashion hit list.
Celebs such as Kim Kardashian and Gwen Stefani have been pictured chilling out in them as have Taylor Swift and Janet Jackson.
“They’re great because you can dress down the jeans for the day and then turn them around for the night,” says LA-based gift queen to the stars Nathalie Dubois, CEO of gift suite firm DPA, who regularly gives the reversibles away in her goodie packs.
Source: http://www.7daysindubai.com
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