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Denim Brands Play April Fools’ Gags on Consumers

Denim brands were all jokes on Friday for April Fools’ Day. In the age of social media, the occasion has become a popular opportunity for marketing teams to test the consumer’s sense of humor.

Direct-to-consumer brand Mott & Bow teased consumers with a fake collection of canine couture.

“Finding the right jean cut for your pooch pal can be downright ruff. Until now,” the brand wrote in a marketing email. “Introducing Mott & Bow for Mongrels: Everything you need to drape your dapper doggo in denim—from bell bottoms for the bloodhound to our Bearded Collie Boot Cut. When it comes to helping your hound look handsome, anything is paw-sible.”

The email featured a pug dressed in a jean jacket and a long haired chihuahua decked out in a ruffled denim dress.

While Mott & Bow’s collection was a spoof, stepping into the pet fashion arena may be a good idea. Diesel, DL1961 and Sonia-TY each offer an assortment of dog apparel and accessories made with denim.

Denim brands were all jokes on Friday for April Fools’ Day, promoting spoof collections and innovations.
Mott & Bow Courtesy

Women’s label Dovetail Workwear got into the spirit by sending a head-turning e-blast to promote its new DX Bootcut jean. The email’s subject line “Now in! DX Bootcut” was reversed, while the email’s content was entirely upside down.

Dovetail followed up on Monday with a second email about the launch with the subject “Flip for our April Fools’ email? Here’s the real deal.”

Warp Face, which produces handmade paper from recycled selvedge denim, took to Instagram on Friday to tout a collection of buttons made from onions.

The brand wrote: “Thrilled to announce this Warp Face collaboration with those clever chaps at YKK London. This groundbreaking circularity project sees us making workwear trims from onion waste.”

In a second post, Warp Face clarified that it was an April Fools’ joke, adding “but someday.”