The denims Edwin is an institution, better, a reference in the world of jeans. The name of the Japanese label is also an anagram of the word "denim", returning the m to w. Edwin was above all able to innovate in the weaving and washing of jeans to give them an aged effect. The Edwin collection now includes denim jackets, sweatshirts, T-shirts, shirts and even pants other than jeans that all deserve a place in your wardrobe. They all remain in the high guideline over 70 years ago, namely the authenticity of the raw materials. It is currently a flagship house in the denim industry and more broadly in the fashion industry. But ithis iconic family brand was not, however, destined to be as successful.
Sit under your warmest and cozy plaid, and get ready to discover the story of one of today's denim giants.
An old brand
The brand was founded in 1947 by Mr. Tsunemi. When she started, she imported used jeans from the United States to refurbish them and then resell them. This therefore involved washing denims and also textile repairs (such as tears).
In 1959, the label will want to go further in its sector of activity. He began to import new jeans , but without success. Japanese customers were not used to denims that could discolor or shrink in the wash.
It wasn't until 1961 that Edwin started producing his own jeans. It is only two years after the Japanese brand will accomplish its first great feat of arms. She will produce jeans, still reputed today as the most solid denim . Its canvas is 16 oz, they managed to obtain such a fabric from their hand weaving technique .
Note that the denim fabric was originally lighter, between 9 oz and 10 oz. Nowadays, the most classic denims have a slightly heavier fabric ranging from 13.5 oz to 14 oz .
Japanese jeans from 16 oz are known for their solidity and textile quality. Oz (ounce) is an Anglo-Saxon unit of measure. It is measured in relation to the area of fabric . 1m2 of 10 oz canvas weighs 284 g.
A traditional denim
In 1970, Edwin became the first denim company in the world to develop a wash to give an effect already worn to his pieces. This " old wash " will meet with great success. It will provide a new graphic touch to new jeans which, before, discolored in the wash.
It is in the 80s that the Japanese brand will accomplish its second big feat of arms. She is going to perfect the stone washing. This new way of making jeans will simply revolutionize the denim industry and make Edwin a benchmark in this sector. For a stone wash (otherwise known as a stone wash ), denim manufacturers machine new jeans with stones to produce an aged effect on the canvas.
It was during the 90s that Edwin created his “new vintage” concept. The principle is simple, take up the subtlety of vintage hand washes . All the inspiration comes from the brand's old archives, when it was repairing used jeans imported from the United States.
Edwin jeans, a world benchmark
In 2003, Edwin will start producing jeans for the European market. This introduction will even meet with great success. The brand wanted to expand, so it chose Europe like the United States. This choice will bring a whole new audience and therefore a new way of designing jeans. The stakes are high, and the brand has managed to respond.
Brad Pitt was the official face of the brand between 1996 and 1999. This choice greatly contributed to popularize the brand in the eyes of the Western market. She knew how to strike hard. The use of such a strong symbol has allowed it to stand out even more from other denim labels. Another very well felt blow from Edwin.
Nowadays, the label also markets other brands. Something for women, for example . It also operates the Carhartt license in Japan, the American company not being interested in this market. Edwin is a Japanese denim juggernaut . He is one of the most important players in his country. He is also a leader in Europe.
It is in 2017, on the occasion of the 70th anniversary of the brand will want to take an interest in the American market. Edwin denims are widely sold in Japan (3000 points of sale) and in Europe (more than 900 points of sale). But in the United States, you have to go to jeans enthusiasts shops to be able to get them.
Today, ED-55 , ED-80 and ED-85 jeans are the most important jeans models of the Japanese brand. Every year, the collection grows. It goes through reissues of its mythical denims , new models, and the development of a range of tops ranging from simple t-shirt to sweater through shirt and jackets. Edwin is currently a key player in fashion.