IAN WRIGHT

Menswear editor

DENIM WITH ADDED KICK

Wake up your wardrobe – the special ingredient in these jeans will keep you refreshed long after breakfast

Many a good day begins with a great cup of coffee: that smooth, rich kickstart to the day so many of us reach for. But the rejuvenating properties of your morning Joe aren’t confined to your body and mind – as crazy as it sounds, they work wonders for your jeans too. Residue from the coffee industry is carbonised and ground into a very fine powder which is then embedded into the yarn to keep your denim fresher for longer. Throw in a choice of four colour washes and supreme tapered fit and these jeans are set to supercharge your style every day.