A Japanese jeans maker has found a new way of capitalizing on zoo animals. Zoo Jeans is producing jeans “designed by dangerous animals.” Denim is wrapped around tires, which are then thrown to the lions who enjoy ripping and biting at the material. This produces that all-important designer, distressed look.
Rather than simply being a marketing gimmick, there is actually value in this from an animal welfare perspective. Involving lions and the zoo’s other large carnivores in the activity is part of what’s called environmental enrichment. This is the provision of stimuli to help improve well-being. It’s a win-win activity for many zoos, who can make alternative profits from their animals, which tend to be used to provide extra facilities for them.