Edwin Jeans has been a bit of a “sleeping giant” in the UK. We’ve a feeling this giant will be waking up over the next few seasons, full of energy! Founded in 1947 by a certain Mr Tsunemi, Edwin Jeans is a denim giant in its native Japan. A few purist denim stores have stocked Edwin for a while in the UK, but slowly but surely the better-end retailers are recognizing the potential of the brand. Edwin Jeans are made from some of the finest denim yarns available; their speciality is selvedge denim, including the “signature” rainbow selvedge, originally developed in 1963.
Recessionary times like these do see a return to some healthy core values; heritage, craftsmanship and value for money. A pair of selvedge denim Edwin Jeans can be bought for around a hundred quid, which makes perfect sense. The appointment of Rey Gautier as creative director back in 2009 was a great move for Edwin Europe; Rey is a bit of a denim wizard, and has deep experience of the industry from all angles. Some of the most popular Edwin Jeans are: Nashville, a real heritage fit in a 14oz denim, for the purists; ED39 (our favourite), a classic, regular mid-rise with a button fly and the Sen Selvedge skinny; not as slim as the name suggests, very wearable. There’s also a top-end Japanese offering each season, showing some incredible washes and styling.
Edwin Jeans S/S 2011,