Fashion goes feral to raise money for charity

The off-the-wall entrepreneur – who previously offered to help Babyshambles frontman Pete Doherty get back on his feet – has sent designer jeans to crocodile wranglers from Crocodylus Park in the Northern Territory of Australia. The idea is the croc men will ‘wear-in’ the jeans for six weeks as they go about their work.

“We wanted to do something unique that would add value to the jeans in a way that makes them extra special – getting crocodile wranglers to wrestle with crocs while wearing jeans seemed an inspired and yet obvious thing to do," Passantino says.

"I think people want to see real people doing extraordinary things instead of guys with gelled hair and strange fringe hair styles cavorting around in jeans in a way that ordinary people just wouldn’t do. We wanted to bring a bit of the bloke back into how we think about designer jeans. The blokes from Crocodylus Park are the real deal, tough and hard as nails – modern day Crocodile Dundees."

Passantino launched, which sells last season’s brand-label blothes with a discount of at least 50 per cent, in November 2007. He hopes to achieve turnover of £3m during the next two years.

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