A Popular Condom Company Is Launching a Jeans Line

Condom company Durex is venturing into a new market entirely unrelated to safe sex — the fashion industry.

Durex India announced Wednesday morning that the company would start selling jeans. “We’re launching Jeans! And Ranveer’s gonna be trying out his first ever. Excited? Well, that’s our speciality! #DurexJeans,” the brand posted on Twitter.

In the video, popular Bollywood star Ranveer Singh tells viewers, “Hi guys. Durex is launching Jeans, and I’m gonna be the first one to wear it.” He then tries on the pair of jeans in a fitting room and shouts, “Guys, this fits really well.” Singh has worked with Durex before to promote its products and appears to be enthusiastic about the new jeans.

“Durex is launching Jeans! Designed for the passionate! Fits well #DurexJeans,” he also wrote on Twitter. Rohit Jindal, a company official, told Brand Equity, “It made a lot of sense to launch Durex Jeans, which again is something strongly connected with the youth, to create a new product which is aligned to Durex’s reputation for exacting quality standards across all its categories.”

While the jeans will not officially launch until March 25, the news is already creating quite a stir on social media — with many people excited over the news and some poking fun at it.

Pricing of styles of the new jeans has not been revealed yet. Yahoo has reached out to Durex India to see if the jeans will be sold worldwide and will update when the information is available.

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