Gucci's dirty grass luxury

Gucci makes dirty jeans and overalls a new and expensive trend

As much as you've never bought a trouser with grass stains, chances are you've seen or even kept in your wardrobe a purposely ripped jeans on your knees. This cool style was popularised in the 1990s and inspired by different strands of rock, it is the grunge style. And it's on this side that Gucci, one of the world's biggest luxury brands, is betting on pieces that purposely simulate a dirty and aged look. Costing 770 dollars , the brand's newest creation is a jeans with a wash that simulates green grass stains on the knees and thighs. The trousers are part of Gucci's Autumn/Winter 2020 men's collection, which, according to the brand, channels a "grunge vibration" (dirty). "These wide-legged jeans are made from organic cotton treated specifically for a stained and worn effect," says the website. This is not the first time that Gucci bets on unconventional pieces. Last year, the brand drew attention by launching a yellowish and aged-looking trainer at a not inconsiderable price: $870. If there is demand, there is supply .