I kid you not: Gucci is now selling grass-stained jeans

Luxury fashion brand Gucci is no stranger to matching insane trends with a ridiculous price tag, but grass-stained Gucci jeans might be taking it too far.

These days, it seems as if prestigious fashion brands can get away with almost anything under the name of creativity. The latest craze? Grassed-up Gucci jeans. Not exactly in the same league as Nick Cave’s sparkly Gucci socks, hey.

High-end Italian fashion brand Gucci have released $1200 grass-stained jeans (and overalls) on their website, for their “Fall winter 2020 collection’s grunge vibe”. You heard correct, but are you thinking what I’m thinking? That a grassy picnic at a riverside park would score you this ‘look’ without needing to dip into your super?

Gucci grass-stained jeans
Photo: Gucci

Okay, maybe that’s just me. But still, we’ve truly reached the peak age of irony in fashion – where the more expensive your clothes, the more raggedy you look. Just wait ’til you hear the official style name given to these jeans: “eco washed organic denim pant.”

Maybe next time they can just go with: “jeans that look like you need to wash your jeans.”

According to Gucci’s product description, Gucci explores new takes on the cult fabric, reinterpreting it with different designs and washing techniques that blur the line between vintage and contemporary.”

Artsy fartsy, sure. But they are right about one thing: the line between luxury and poverty is being increasingly blurred within the fashion world. To think that the stained jeans you threw out years ago could have served as the inspiration for future high-end fashion is the sort of confusion that fits snuggly around the waist of 2020.

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