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Would You Spend $60 on a Pair of Underwear That Has Been Hung in Hawaiian Air for Two Days?

It’s a dumb question, I know, but that’s exactly what Japanese company Seiren is trying to find out with its limited-edition of Deoest cotton underwear called Hawaiian Breeze. Apparently, each pair of boxer briefs were hung on a clothesline in the U.S. island state for 48 hours before being packaged in a sealed glass container.

To promote its Deoest line of anti-odor men’s underwear, Japanese company Seiren has taken the effort of hanging 100 pairs of the new boxer briefs on a giant clothesline in Hawaii, where they were caressed by the gentle tropical breeze for two full days before being taken down and stuffed into individual glass containers. I get the idea – fresh air and anti-odor underwear kind of make sense together, so I guess it works for promotional purposes. What I can’t wrap my head around is why they thought selling these 100 pairs of Deoest Hawaiian Breeze for $60 was a good idea. Designers briefs from established brands like Calvin Klein or Ralph Lauren usually cost around $30, so why would anyone pay double that? Because they were exposed to Hawaiian air, or because they come in glass jar?

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