That's one way to get a worn-in look — and generate some good attention for your brand while you're at it. The starting price of Zoo Jeans was 50,000 yen (about $500). They've been so popular, they doubled in price in just one day.
The boxes are treated with eucalyptus — a natural mosquito repellent. Rip a piece off and throw it in the fire to keep mozzies away. Wonder what it does to the environment in the meantime. Who cares, Beer!
We're loving this campaign from Newcastle and Droga5, in which they're trying to own the holiday before the holiday by toasting all the bad Brit stuff that would have been on July 3rd — Independence Eve. The campaign's extensive. You can see more of it here.