24 may 2016 18:00:00
Edwin: PARENTS OF JAPANESE DENIM
We talk about the company at the origins of Japanese denim, familiar to everyone who thought of buying high-quality jeans
Edwin is the brand that has largely contributed to the formation of the denim the way we know it today. Beginning with fabrics import from the USA in 1947, Edwin has adapted to the postwar environment and launched the production that won renown for its quality and variety of products all over the world. However, things weren’t going well all the time.
Being a true fan of denim and its properties, Tsunemi Yonehachi wasn’t satisfied with the idea of importing fabrics from the USA since he couldn’t control the whole process. Four years later, in 1951, Tsunemi had the material produced in his homeland, but the renowned Japanese denim was still a long way off. Poor quality along with heavy price weren’t worth the efforts. It took whole 10 years to make it competitive and release the first model of Edwin jeans.
It was 1963 when Edwin really broke through delivering then-heaviest 16 oz. denim with the rainbow selvedge of three colors. It has become one of the most remarkable details and can be still found in Edwin garments.
However, that’s not the only contribution the company has made into denim industry. In the 70s, Edwin developed an “old wash” to achieve the worn effect making garments unique along with increasing softness, while unwashed denim was put to use for workwear due to its durability. This technique was improved in the 80s with the invention of stone-washing providing a more authentic effect. Today, almost every denim company uses “stone wash”.
MARKET EXPANSION AND CURRENT STATE
A whole lot of Edwin vintage and archive silhouettes were revived in the 90s, and in 2003 the company expanded into the European market bringing the quality and whole variety of Japanese denim to a new audience. Finally, the brand won international renown.
Today, Edwin remains the same brand that has given the world this lot of jeans garments and breakthrough technologies with 12 tailoring factories in Japan. Never-ending innovations and continual progression in design – that’s the legacy of Mr. Tsunemi. Together with jeans and other denim garments, Edwin produces basic clothes including T-shirts, longsleeves, and shirts. With the principle “LESS, BUT BETTER”, the company delivers simple yet functional goods.
You can always have a look at Edwin selection at our store.
EDWINMen's jeans Rainbow Selvedge Japan 13 Oz
EDWINMen's jeans ED-47 Straight Unwashed
EDWINMen's jeans ED-80 Slim Blue Haze
EDWINMen's jean jacket Buddy 11 Oz Blue Rinsed
EDWINMen's jacket Coach Twill Black
EDWINMen's sweatshirt National Sweat Red
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