Posted by Abe Sauer on March 5, 2010 01:01 PM
A new brand of jeans named WTFJeans aims to change conventional denim styling and cater to the specific needs of the modern gadget-carrying fashionista. The jeans boast specially located and sized pockets to fit various devices, from USB memory sticks to iPhones. Utilitarian for sure, but does the brand have a (fashionable) future or is it stuck in a gimmick?
On the WTFJeans site, the designers describe the reasoning behind their brand: "We’ve always had problems looking for original, high quality and not too expensive pieces of clothes… that has geeks in mind. Well, Pedja and I have decided to make a pair of jeans for all our geek friends – say hello to WTFJeans! ... When I put my iPhone in my pocket, I don’t want to spend half an hour to take it out! The pockets of WTFJeans? Gadget-friendly! Isn’t that just l33t? ;)"
It is certainly a promising proposition: Identify a consumer need and fill it.
Unfortunately, fashion and utility are often inversely related, with high style putting a premium on discomfort. The more practical the fashion, the greater likelihood of it will be unfashionable. The reactions of readers of Gizmodo.com, a tech-focused site made up of exactly the demographic for the WTFJeans, are telling. "I'd love a pocket for my phone that would provide some extra protection, but these jeans are f[****]g hideous. Good idea, terrible execution," observed one reader. Or as another one out it, "EPIC FAIL."
Haters notwithstanding, WTFJeans will probably sell out of their limited run of 1,000 pairs. However, any jean brand can add a couple "gadget pockets" to their lines and essentially mirror WTF's offerings. This launch is certainly a great attention-drawing promotion for the WTF brand. Now the brand owners need to build on it.