March 26, 2018 |
There is an idea of the perfect jean, some kind of abstraction, and while you may feel that you have found what you consider a perfect fit, and believe, in vain, that no other jean could deliver the same levels of comfort and style, it is, Simply. Not. True. Because Lee Jeans, the clever folk that they are, are releasing the first ever collection of body enhancing denim (their words, not ours). As Che said, “The revolution is not an apple that falls when it is ripe, you have to make it fall” – and make it fall they most certainly have.
Ever heard of Body Optix? Well now you have. It’s the technology behind this seminal advancement in Jean Lore, the metaphorical twelve foot pole shaking up the orchard, and the science that, I quote, “results in a flattering look from all angles”. Because these jeans tuck in any wobbly bits, flatten down those unwanted protrusions and generally conjure up optical illusions you might otherwise pay a surgeon six figures for. Because for all the talk of ‘anatomy shading’, ‘patented techniques’, ‘laser technology’ and even ‘mathematical algorithms’, all you need know about these jeans is they will shape you a new silhouette, a new confidence, and a new you. Arriving exclusively at Selfridges today as apart of a 15-piece womenswear collection (do they think that will stop us boys?), we expect these to fly from the shelves. We’ve already pre-ordered 7 pairs, so get in there while you can.
