Edwin Jeans
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Edwin Jeans Brand Profile
Japan, 1947, and a man named Mr. Tsunemi has a major passion for denim! But what could he do as, at this point in time, denim was not manufactured in Japan. Well, Mr. Tsunemi decided to import denim directly from the US of A, the home of denim.
In 1951 Japan finally had its own domestically produced denim. However, it was highly inferior to its American counterparts, and to add insult to injury it was also very expensive! So, what could Mr. Tsunemi do? Well, in 1961 he created the very first pair of Edwin denim jeans, and from then on Edwin was up and away. From that day the Edwin brand stood for ‘quality, craftsmanship, innovation and integrity’. Mr. Tsunemi knew that he had to, and wanted to, create a higher degree of sophistication in both fits and washes.
It is pretty obvious that Mr. Tsunemi was an innovator, way ahead of his time as he realised that denim wasn’t just a rugged, practical material for work-wear. Mr. Tsunemi realised that denim was also a beautiful material in its own right, ideal for people interested in fashion and style.
So, 1961 and Edwin had become an actual functioning brand. But where did the name come from? Who is Edwin? Well, Mr. Tsunemi rearranged the letters in the word DENIM to create EDWIN, of course he had to reverse the M to create a W, but that’s innovation you see!
Since ’61 Edwin has gone from strength to strength, often being the first in their field to do or create something. By ’63 Edwin had manufactured the world’s heaviest ring-spun denim jean (16oz), which featured the famous three colour rainbow selvedge. Edwin was also the very first company to develop the ‘old wash’, which replicated the worn out denim, look.
Edwin also invented the ‘stone washing’ effect, which undoubtedly rejuvenated the denim market and influenced every denim brand out there today, quite a feat, wouldn’t you say? However, this isn’t it, the Edwin story doesn’t end here, but we’d be going for days if we told you it all. Suffice to say Edwin is indubitably the finest denim brand I the world, no question!
Oh yeah, and Mr. Brad Pitt does adverts for them… what more can you ask for?
