Edwin Jeans - Brand in Focus
By Steven R Russel

Edwin Jeans, established well back in 1947 by a Mr Tsunemi, has always been about one thing, and one thing only, 'Passion for Denim'. In 1947, denim was not widely available throughout Japan and was bought in by Tsunemi from the USA. After the importation, the denim was laundered and mended, a time consuming and again costly process. No denim was produced in Japan until 1951, and even then was of extreme inferior qualityin comparison to the quality of denim Mr Tsunemi wished to be associated with. He then went full speed with the company and by 1961 he had managed to push out onto the market the very first pair of Edwin Jeans.

Edwin as a company are seen as a revolutionary force in the world of denim; the invention of 'stonewashing' in the 1980's has of course been universally welcomed and utilised by pretty much every denim brand. Along with the creation of the 'new vintage' look in the 1990's, a process whereby new jeans are made to look old and worn, by taking features and traditions from old archived designs. The company pride themselves on continual innovation, attention to detail within craftsmanship and the use of exclusive, premium fabrics. Edwin's history, clearly steep with tradition, has learn meaning to their live by motto, 'To create dreams, movements and culture and to continue to create jeans that fit everyone'.

Looking closely at the Edwin Spring Summer 2012 Collection, we were not surprised to see a vast arrangement of practical yet perfectly on trend garments. The denim ware features everything you would expect from a signature pair of Edwin's; quality fabric and careful consideration into design features. The Spring Summer Collection, entitled a "Story of Friendship & Freedom" is aimed at people with a common passion for living in the now; the notion of carpe diem and not having any regrets in life. The brand believe the 'True spirit of Edwin Jeans is created by the person wearing them; making every day count with yesterday's memories etched into the rich indigo fabric". It is obvious throughout the collection that the brand has taken a copious amount of inspiration from motorcycle culture; lazy summer days in the sunshine with friends, memory making road trips and happy times. The brand seem to have really embraced the worldwide, universal acceptance of its product, collections and heritage and so it is clear to any outsider that whatever Edwin do next it seems certain that they will not disappoint!

Regular writer and blogger with a passion for menswear - denim in particular

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