Ever wonder what happens to the huge Sony advertising banners that hang off the side of the Sony Building in Ginza, Tokyo when they’re finished with them? Me neither, but now I’m interested.

Last September they decided to turn the banners into jeans. Brilliant. Each pair is unique and individually numbered. They were then hung back on the side of the building. Shoppers could browse the collection with binoculars, and then a guy in abseiling gear would climb to retrieve your purchase.

Sony were selling them for Y15,000 (about $A185) a pair. Proceeds were going to restore world landmarks. Other companies should do the same.