Japanese denim company Zoo Jeans specialise in selling uniquely distressed, ripped denim. For those not afraid of expressing their wilder side through fashion, you may be excited to know that the designers behind the scenes are actually Hitachi’s Kamine zoo animals, who slash, bite and tear each pair of jeans, to give them their edge and heavily distressed, on trend look.
Caught in a toothy tug of war, lions, tigers and bears enjoy sinking their teeth into the cotton denim, while playfully mauling each pair to perfection. The jeans are then auctioned off online, with proceeds going towards the Hitatchi City facility and World Wildlife Fund.
The concept was first born when a Tokyo advertising executive who’d paid a visit to the zoo, decided to brainstorm a fun project to give back to the animals.
Watch the video below: