EDWIN














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I.D.W.P | June 2011





































The wait is over, you can now watch the full length film HERE

If you haven't already made an appointment to view our Spring / Summer 2012 Collection, contact your agent ASAP or pay us a visit at Bread & Butter, ModeFabriek, Gallery or Jacket Required.

A collection inspired by individuals living their lives in Edwin. Personal life experiences etched into the grain of the fabric in wearing the denim as functional garments, reliable and strong, constructed using premium fabrics and finishes.

The Edwin man is integrated into a tribe of independent free thinkers, his desire to roll amongst the likeminded underpinned by a feeling of kinship and belonging through a common passion for road trips, adventuring into the unknown.
























To ascertain the season’s highway aesthetic is to dissect the look and feel of the Edwin motorbike brotherhood ‘Sons of the Summer’ thereby illustrating the highlights of what is the most comprehensive spring summer collusion of fabric, function and form from Edwin for many years.

The collection from the belt loops up is vintage inspired, a conscious juxtaposition of influences from decades gone by and heroes and villains from the world of film and music - Edwin eats, sleeps and breathes culture throughout the design process.
























Motorcycle references pepper the collection, partly due to the culture for customisation on the streets of Edwin’s home city - Tokyo and simply down to the feelings one experiences riding a motorcycle with friends. A sense of freedom, and of sharing with others the same need for flight and independence. Customisation of ones own motorcycle parallels breaking in ones own denims, unique in spirit.

The true spirit of Edwin Jeans is created by the person living in them, making everyday count with yesterdays memories etched into the rich indigo fabric, in the knowledge that tomorrow’s good times are still to be created.











EDWIN History







    Established in Japan 1947
    Mr Tsunemi had a passion for denim, which inspired him to import them directly from the United States as no denim was manufactured in Japan 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 first time in Japan. This product was expensive and of inferior quality compared 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 aesthetic for the brand.
    In 1961 Mr. Tsunemi crafted the first pair of Edwin denim jeans.
    Utilising 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 is still 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 its rigid, unwashed state traditionally designed for workwear due to its durability.
    In the 1980’s Edwin invented ‘stone washing’ which revolutionised the entire denim industry and was a pivotal moment in the evolution of denim manufacturing, thus influencing, every denim company in existence today.
    In the 1990’s Edwin created the ‘new vintage’ denim concept, which encompasses the subtle beauty of hand replicating vintage washes from archive references pre-dating 1947.
    Edwin is an authentic denim brand priding itself on innovation and craftsmanship, utilising exclusive fabrics and fabrication, unique technology, hand wash processes, and continual progression in design and fit.