If there is one thing that can confidently be stated about Naked & Famous founder Brandon Svarc and his team of denim experts is that they have no lack of passion. Wholly dedicated to breaking the traditional barriers surrounding denim production, quality and innovation, Naked & Famous debuts its latest Scratch-n-Sniff Raspberry Scented Denim for Spring/Summer 2012. Having initially made waves with the introduction of its Glow in the Dark Selvedge denim, the latest foray is into a scented denim. Making use of its Weird Guy fit – a favorite among many – the rich 12 oz. indigo of the wash is infused with an aroma of raspberry that is released upon contact and augmented by the inclusion of a red-colored leather waist patch. Although the function of the scented denim is debatable, it is nonetheless a creative and untapped niche that Naked & Famous is more than happy to fill. Retailing for $150 USD, availability is now seen through TATE + YOKO.