The answer to that question may well be what Wrangler is banking on in announcing their plan to launch spa jeans.
A recent post in Skin Inc. magazine announced that Wrangler is planning a "Denim Spa" line that features moisturizing and slimming benefits--right in the fabric.
So far, Skin Inc. reports that U.K.-based clothing retailer ASOS will carry the line. The jeans are said to cost £85--a little over US$130. While that may be a pricier than the average pair of Wranglers, the jeans will be infused with one of three finishes: aloe vera, olive extract, or a blend of algae extracts with retinol and caffeine. The aloe vera and olive extract tout soothing moisturization while the algae extract blend aims to help reduce cellulite.
According to Skin Inc., the jeans were tested by the Institut Adriant in France where women wore them for eight hours a day, five days a week for six weeks. The results showed that 69% of the women who tested the jeans felt they saw an improvement in the appearance of their thighs.
As with most trans-dermal type skin care treatments, they do wear out a bit and require not only washing, but a "reload" of their skin-improving ingredients. For example, the jeans that aim to improve cellulite reportedly last for 15 days and a "reload spray" can be applied after washing. The jeans are also said to retain their cosmetic benefits for approximately 67 to 95 wears.
Until Wrangler spa jeans are available, classic Wrangler's--like the Rock 47's shown in the picture--can be found at Wal-Mart in Secaucus, or online at wrangler.com.