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Published:  23 July, 2008

By Michele Shah

Italian Piedmont estate Pico Maccario has set aside part of its production to dye designer jeans created by the fashion house Cool Hunting People. This is not because the wine lacks quality,' said Vitaliano Maccario, co-owner of the 70-hectare estate (55 planted to Barbera). The idea was formed on a trip, together with Gianluca Innocenzi of Cool Hunting People. The dye is fast and guaranteed not to wash out. The process requires two litres of Barbera d'Asti Lavignone per pair of jeans, and the jeans and wine are heated to 50?C and left to oxidise for 10 hours. A limited number of pairs will be available in the UK at 170 a pair with a free bottle of Barbera.