What happens when you lock 50 pairs of jeans in a bunch of bourbon barrels and throw away the key? Well, we're not exactly sure, and neither are the good folks at Noble Denim and Bulleit Bourbon—the masterminds behind this bizarre merging of fashion week and happy hour. Recently, the two brands have joined forces to finally see what happens when you soak raw denim in five to seven-year-old bourbon—a mystery as old as time itself.
The information behind this experiment is minimal, but intriguing enough for us to pay attention. So, for the love of God, what's going to happen? Obviously, one has to worry about the dye, the fit, and the sweet promise of smelling like booze at any given time during the day.
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All we have is the teaser video above, but our contact at Noble promises that he will document the denim over time. We're definitely curious and hope to get our grubby little hands on a pair of jeans...ESPECIALLY if he ever wants to see his beloved pet dog, Jimmy, again.
Bonus: they're giving away some pairs of whiskey-soaked jeans to 50 people. So, why are you guys making whiskey jeans? We're just Americans asking questions.
Jeremy Glass is the Vice editor for Supercompressor and is unimpressed, because most of his jeans are already covered in whiskey.