Fruit of the Loom have launched a new very limited line of underwear. If you’re familiar with the idea of lucky pants then this creative campaign will be right up your street.

The clothing manufacturer wanted to create the worlds luckiest pants by adopting every luck enhancing ritual they could.

To create the 2000 ‘Lucky Looms’, Fruit of the loom engaged in activities including, passing them through the world’s largest horsehoe in Illinois,  rubbing them on lucky statues in Nevada, throwing pennies rubbed on the pants into a wishing well in Chinatown, LA and keeping them in abox with four leaf clovers in Alaska.

The ‘Lucky Looms were available for purchase here, however last time we checked they were all gone 🙁