DenimHunt

Portuguese retailer Salsa has launched a line of jeans called Fragrance Jeans. I'm going to go out on a limb here and guess that with a name like that, little explanation is needed to explain the pull. As for myself, I can't figure out if this is the next big thing or innovation run amok.

Salsa claims to have created an innovative technology that embeds fruity smelling microcapsules into denim that release a specific scent over time. They don't specify how much time or how many washes it takes before the scent wears off, but they calculate that if you wash your jeans every three days (which I don't) the scent would last almost three months. If you round it out to laundering twice a week over three months, than that's roughly 24 washes.