Canadians can now put their pants on one keg at a time, thanks to a completely-unnecessary-but-fun clothing item from James Ready.
The Moosehead Breweries brand has introduced Cargo Pints, a pair of cargo pants with enough insulated and zippered pockets to hold up to 24 tall boys. They’re being touted as the perfect item of clothing for the upcoming May long weekend, although there’s little instruction about how, exactly, you get around with 24 cans of beer stuffed into your pockets.
The pants, which feature a “military-grade” belt buckle and “industrial” zippers for easy zip and sip storage, are being sold at CargoPints.ca. While you don’t exactly need deep pockets to buy them, they do cost a not-so-cheap $124 a pair. James Ready is also giving them away through an Instagram contest.
There is a caveat however: James Ready recommends that wearers be at least 6′ 2″ for “optimal cargo pinting,” which rules out a significant chunk of the population.
The pants were developed by Moosehead Breweries’ creative agency Conflict, and designed by Tania Martins of Markoo, a Toronto label specializing in what Elle Canada has described as an “instinctually cool, effortless aesthetic.” Cool feels like the operative word here.
“Like James Ready, cargo pants are practical, reliable and just right in pretty much any scenario,” said Conflict partner and creative director Niall Kelly, in a release. “Cargo Pints make it easy for you to bring the party with you wherever you go this summer—finally, you and your crew never need to be more than an arms length away from your next James Ready beer.”
It’s not the first time a beer brand has toyed with the idea of cargo pants as beer repository. Back in 2015, Coors Light Canada tweeted an image of cargo pants with beer stuffed into the pockets, accompanied by the message “Why cargo pants will never die.”
And pants as marketing tool have also become something of a mini-trend. Last year, for example, the food delivery service SkipTheDishes introduced “Playoff Pants” featuring a towel-like pad on the thigh for wiping off excess rib and wing sauce.
