The ECD for the idea at Anomaly swears the videos are all “100% real,” shot with regular consumers in June at a bar called the Cadillac Lounge in Toronto and a depanneur in Montreal. Quality stuff. As for the beer, that's debatable.
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.