The 'Genes' That Sparked An Outrage On Social Media
And 5 best brands to get your pair of jeans from
It started with a pun a couple of weeks ago. “Sydney Sweeney has great genes,” read the tagline. They meant a pair of jeans. The actress, best known for Euphoria and her mid-century bombshell aesthetic, fronted American Eagle’s newest denim campaign a couple of weeks ago.
In a series of sultry ads, blonde locks tousled just so, jeans hanging dangerously low on her hips, Sweeney played into the double entendre with a wink: “Genes are passed down from parents… my jeans are blue.”
While the first reaction was somewhat positive, it was also a cue for outrage.
The internet did what it does best—explode. Critics accused American Eagle of pushing not just denim, but coded ideals of genetic superiority. With Sweeney’s blonde hair, blue eyes, and vintage Americana styling, many saw the ad as a thinly veiled nod to white beauty standards, and even, disturbingly, to eugenics-era dog whistles.
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Commentators from Vox to The Indian Express weighed in. Celebrities like Lizzo posted parodies. Ted Cruz (somewhat predictably) defended her, while the brand claimed it was all a harmless joke.
And yet, as the controversy swirled, so did the cash. American Eagle’s stock surged 19 per cent before stabilising, proving once again that no publicity is bad publicity, especially when it comes to the right pair of pants.
While, it hardly affects Indians, it made us curious about the best brands men could buy their jeans from, apart from the fast fashion denim brands like American Eagle or Levi’s remain mainstream staples. We’re talking designer selvedge, Italian tailoring, artisanal distressing, and premium Japanese denim—denim that’s as much status symbol as wardrobe essential.
Here’s where India is sourcing its jeans from right now:
True Religion
₹ 32,999
Once synonymous with the glitz of early-2000s celebrity culture, True Religion has found a second wind—this time, on the backs of India’s luxury shoppers.
True Religion’s signature stitching, horseshoe embroidery, and flair for statement denim still resonate, but with cleaner lines and more refined fits for today’s discerning buyers. It’s Americana, yes, but with a tailored edge.
Emporio Armani
₹45,000
For those who favour understated elegance, Emporio Armani and Armani Exchange deliver denim that leans more Milan than Manhattan. Subtle logo placements, fine Italian tailoring, and curated washes define the brand’s denim aesthetic—effortlessly chic, never try-hard.
With fits like the J06 slim selvedge or the more accessible J13, these jeans are built to slot seamlessly into a wardrobe of suede loafers, linen shirts, and Montblanc accessories. Armani jeans are a gateway to European luxury without resorting to overt branding.
Diesel
₹40,000
Few brands walk the line between rebellion and refinement like Diesel. Known for its unconventional advertising and distressed aesthetics, Diesel has matured into a denim house that balances grit with craft. It’s a favourite among India’s fashion-forward elite—actors, influencers, and entrepreneurs who don’t mind standing out.
Diesel’s slim-cut, dark-wash jeans, such as the “Thommer-X” and “D-Strukt,” are now staples in the closets of those who want to look sharp, but never boring.
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Zegna
₹87,000
At Ermenegildo Zegna, denim is a study in luxury fabric engineering. Known more for its suiting than streetwear, Zegna still delivers on jeans, albeit reimagined, for instance, five-pocket trousers in stretch cotton-twill blends or elevated Japanese denim washed to perfection. Zegna’s offerings are rarely loud and often limited in release, appealing to those who are seeking something exclusive.
Canali
₹50,000
Italy’s Canali has long been associated with top-tier tailoring, but its approach to casualwear, especially denim, is no less precise. Their jeans are cut with the same discipline as their suits: clean lines, premium cottons, discreet branding, and a fit engineered for the gentleman who doesn’t do off-the-rack.
In India, Canali’s denim is favoured by boardroom titans and luxury minimalists alike those who believe even a weekend outfit should signal intention.