Shop Talk

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American Eagle advertises spray on jeans

American Eagle "Skinny Skinny" jeans in a can,

American Eagle "Skinny Skinny" jeans in a can, listed for $49.95 at ae.com. (Credit: ae.com)

You thought jeggings were taking the skinny jean trend too far? Well, get a load of this.

American Eagle Outfitters is advertising 'Skinny Skinny' jeans that come in two signature washes, indigo and bright light . . . in a can.

Yes, it has to be a joke, but the brand went all out for the stunt, which to their credit has gotten people talking. The video had more than 365,000 views on YouTube by Friday afternoon.

They released a video, which starts out just like any other clothing ad but upon further inspection shows jeans so skinny they were actually painted on.

“I like skinny jeans; sometimes they're not skinny enough,” a male model says while skateboarding in a pair (we don't even want to think about the consequences of skateboarding in spray on pants in real life). "It's like they were made just for me," another adds.

On their site, AE.com offers the option to purchase the cans for $49.50, boasting it "contours through thigh, knee and ankle," and "features new SkinTight technology."

However if you try to add to your cart (we did it just for the sake of this story, we swear) you're told the jeans are temporarily sold out and asked for an email address so they can let you know when they're back in stock.

"Today" show host Savannah Guthrie confronted American Eagle marketing vice president Bob Holobinko Friday, asking if the spray bottles are a hoax or if they're really being sold. 

"We just wanted to have fun with our fans," he said, adding after further prodding, "we are not selling it."

He did say there will be a special surprise sent to the people who entered their email addresses through the site.

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