For some people fashion [3] is the antithesis of innovation--Steve Jobs [4] famously only wore black turtlenecks, blue jeans, and sneakers [5]. That's not to say that we don't see fashion folks innovating--Ralph Lauren's digital vision [6], say, or DVF's collaboration [7] with Google Glass, and fashion retail is full of crazy little ideas, both in real stores [8] and their online counterparts. But a fashion-beauty mashup? A pair of jeans that make your skin soft? That's a first.

And so, let us line up and applaud the jeanius marketing people [9] at denim clothing manufacturer Wrangler [10]. Among the company's new products for 2013 are these Denim Spa [11] jeans. They come in three softener variations: Aloe Vera, Olive Extract, and Smooth Legs (the cellulite-busting model, according to Wrangler). You can get the jeans in three different washes and three different styles, said [12] Wrangler's Marketing Director for Europe, Middle East and Africa, Adam Kakembo.

It's a great idea, if it does work. It would take care of that grim prospect of applying body lotion before putting on your jeans--anyone remember Friends' Ross Geller and the leather pants [13] incident?--and it can easily be sold as a time-saving device. But what is Wrangler's next step? Cupcake [14] Shirts, anyone?

The range will be available on ASOS [15] from the end of January.

[Image: Wrangler via Drapers [12]]