Lookbook: Edwin Europe Spring/Summer 2010

by Jaime on January 25, 2010

There can be so much art and creativity involved in a denim line, and few brands showcase that as much as Edwin. I’m so pleased to be sharing parts of the SS10 collection with you (both Men’s and Women’s, but primarily Men’s) and showing you the life of denim… the way it’s meant to be.

But first, here’s a little brand background:

Mr Tsunemi had a passion for denim, which inspired him to importthem directly from the United States as no denim was manufactured inJapan at that time.

Used, worn-out and dirty denim which had to be laundered and mended by hand in order to sell on to his customers. In 1951 domestically manufactured denim was available for the firsttime in Japan. This product was expensive and of inferior qualitycompared to its American counterparts. Mr Tsumeni was driven to create his own denims, with greater sophistication in fits, washes and quality.

From this point on in Edwin denim history, quality, craftsmanship,innovation and integrity have been paramount to the ethos and aestheticfor the brand. In 1961 Mr. Tsunemi crafted the first pair of Edwin denim jeans. Utilizing the letters D, E, N, I & M (reversing the M creating a W) he created the brand name ‘Edwin’.

By 1963 Edwin had produced the world’s heaviest ringspun denim jean(16oz), featuring the famous three-colour rainbow selvedge, which isstill being used today.

In the 1970’s Edwin were the first company in the world to develop‘old wash’ designed to replicate denim which have been worn from itsrigid, unwashed state traditionally designed for workwear due to itsdurability.

In the 1980’s Edwin invented ‘stone washing’ which revolutionisedthe entire denim industry and was a pivotal moment in the evolution ofdenim manufacturing, thus influencing, every denim company in existencetoday.

In the 1990’s Edwin created the ‘new vintage’ denim concept, whichencompasses the subtle beauty of hand replicating vintage washes fromarchive references pre-dating 1947.

Edwin is an authentic denim brand priding itself on innovation andcraftsmanship, utilising exclusive fabrics and fabrication, uniquetechnology, hand wash processes, and continual progression in designand fit.

And now, for the line. The first three images part of the Women’s collection; the rest are for the Men.

Price points run from $120-330 (I can only really find them available in the states at asos.com; if you know of other places that sell the line, please let me know!), and each pair seems to have its own personality, one of my favorite traits of a good line.

What are your thoughts about Edwin; would you wear this line? I love the clean, yet slightly rugged sensibility of the women’s pieces, and can definitely see C. wearing that first pair of men’s jeans.Oh, how I love selvedge.


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