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2017’s Hottest Jeans Trend? Controversy

Rivet's 2020 Denim Circularity report takes a deep dive into how the global denim industry is plotting its circular future amidst a worldwide pandemic.

Negative publicity isn’t for everyone, but it seems to be good for clothing retailers. Last week, when Topshop launched a transparent plastic version of its popular Mom Jeans, the design sparked ridicule on social media – then ended up out of stock.

Retailers are increasingly finding that negative social buzz translates into conversions. In December, Nordstrom sold a rock for $85; the item quickly sold out, ridicule notwithstanding. More recently, the brand launched a pair of $425 jeans covered in fake dirt that aimed to “embody rugged, Americana workwear.” Predictably, social media users were quick to sling mud at the concept. “My husband has jeans like this that he’s been wasting on car repair,” one Twitter user commented.

Read more at L2.


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