The code number printed on the inside care label is the quality certificate of EDWIN jeans.
By using a unique production lot number system, all jeans can be traced ‘when’, ‘where’, ‘who’ and ‘how’ through its production process.
By establishing the complete traceability system through its production process, not only can it prove no harmful substances have been used, but it can also prove that the environment for the manufacturing staff is safe and that safety and humans right are ensured.
Amazed by Japan’s Indigo Dye, the famous Greek travel writer Lafcadio Hearn (Yakumo Koizumi) once said: “Japan is a country full of mysterious blue“.
This deep and serene blue known as “Japan Blue”, has long taken its root among the populace. Used in kimonos, firefighter uniform, work clothes and many others, the vintage feel created by the wearing of the garment and the fading of the colour was considered chic among the people of Edo. It offers a glimpse of the affinity of the Japanese towards Indigo and the delicate sensitivity unique to the Japanese.
Shuji Tsunemi (now president of EDWIN) who came back from studying in the U.S. and came to succeed his father’s clothing shop was the one who respected the traditional Japanese culture of indigo dye and incorporated the idea of fading into jeans for the first time.
He distributed second hand jeans he bought from the States, washed, and realised that the essence of jeans is in its fading effect and that there is something interesting about its process.
Tsunemi modified the genes of jeans, which remained unchanged for 100 years in the States so that they fit the body shapes and lifestyles of the Japanese people, and succeeded in giving them new values. The jeans that were given a faded look by washing gave birth to a fresh new look and style.
The innovative fusion of Japanese sensibilities with its culture of indigo dye and the culture of jeans is what made EDWIN jeans what they are today. The washing process of jeans, and the condensing of time that creates fading, are EDWIN’s roots.
If the States are the birthparents of jeans, it could be said that Japan is the foster parent of jeans in a sense that its sensibilities gave new values to jeans.
EDWIN is continuing to evolve the quality of Japanese denim with a spinning company who develop sewing machines and create the process of washing; and through the world’s highest level of technology and quality control through its ongoing commitment to manufacturing products in Japan, it has now become the “Made in Japan” brand like no other.
EDWIN, an anagram for DENIM, represents its strong desire of opening up the possibilities of jeans through free thinking. “To create dreams, movements and culture, and to continue to create jeans that fit everyone”
EDWIN’s jeans will continue to beguile the world.