Denim Code is a new and frankly baffling range of jeans soon to be launched in France that will apparently be “taking jeans into the interactive digital communication era”. I can honestly say that I have never once wished that my jeans were able to digitally interact with anything and I suspect that most other people haven’t either. Each pair comes with a unique barcode embedded in them and the idea is that when you take a photo of the barcode with your mobile phone it allows you to gain access to video clips, music and films over your phone. Quite why they think anyone would be interested in doing this is beyond me.