Diesel is selling 'virus-fighting' denim, but experts say it's just a marketing ploy - Business Insider

"The short of it is, I don't know why you would want an anti-microbial-coated pair of jeans, especially for a virus that is primarily spreading by aerosol," Graham said. "At the end of the day, you've just got a pair of overpriced jeans that is giving consumers a false sense of security."

Ultimately, Graham said the effort just "feels like marketing," noting there is no evidence that the virus is spread via the surface of textiles through the skin, buttocks, or genitals — regions that jeans typically encase. "It's not going to be any more safe than any other pair of pants. That's not the route of transmission," she said. "Though if you're putting your pants up to your face, you need to wash them."Caitlin Howell, an assistant professor at the University of Maine's Department of Chemical and Biomedical Engineering, echoed Graham and said consumers should be especially cautious about products that make claims of virus-prevention.

"We need to be very careful to verify and validate new solutions as people will rely on them to be effective," Howell wrote in an email to Business Insider. "As a scientist, I'm very conservative. There's no way that this company could know that this treatment is 99% effective across every kind of virus in every situation." further shows that ViralOff is "not intended to prevent disease" and "is used for the protection of the treated product.

While the Diesel jeans may do little to fend off the coronavirus, they may help the company carve a competitive edge in an already flailing sector of the market. The pandemic has wreaked havoc on several companies best known for their denim, including Lucky Brand, True Religion, and G-Star RAW whichEven those that have avoided bankruptcy thus far are just skirting by:

Love Junk. This is music to my ears.

I'm sold

Didn't need an expert to guess that.

No ethics for business

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