File this under coolest advertising innovation in recent memory: Anti-Sweden, a Norwegian jeans brand, has partnered with doom pioneers Sunn O))) on an advertisement for the brand’s line of “True Black Metal Jeans.” The track included is “Bow 1″ from the group’s Flight of the Behemoth, and the jeans will feature label designs from Sunn O))) collaborator Justin Bartlett. Color us impressed.

Fact: Madonna performed on July 7th with drone metal specialists Sunn O))).  It is rumored that the reason the stage collaboration came about as the former hopes to snag a spot in Sunn O)))’s doom choir for their forthcoming Monoliths & Dimensions show. We will leave you to interpret the pairing as you will.