EDWIN – Fall/Winter 2011 Collection
Following the Second World War, the American occupation forces remaining in Japan helped to introduce denim ‘jeans’ culture, which would become a global cultural phenomenon.
In 1947, Tsunemi Yonehachi Shoten was established as a U.S Military Surplus clothing store in the Nippori district of Tokyo. The store was a family business, and was to be the starting point for the EDWIN brand, as we know it today.
After many years of dedication to the Tsunemi Yonechi Shoten business, Shuji Tsunemi, the son of the founders was passed ownership in 1961. Mr Tsunemi, had an acute understanding for the power of denim culture, and the potential it represented, having spent some years studying in California.
He recognised the opportunity for importing used, five pocket denims from the U.S. and that year the Tokyo store changed its name to EDWIN (using the letters from the word DENIM, and flipping the M to a W) and quickly became the specialist in reconditioned second hand denims.
We are proud to release the 2011 Fall / Winter collection and celebrate the 50th year of premium quality jeans manufacture, utilising many exclusively developed fabrics both in Japan and Europe.
K.K. Tsunemi had a passion for denim, inspiring him to import used denim directly from the United States as no denim was manufactured in Japan at the time.
In 1961 Mr Tsunemi crafed the first pair of Edwin denim jeans. The Edwin brand was born, the name created using the spelling of D.E.N.I.M and turning the ‘M’ on it‘s head, forming Edwin.
In 1963 Edwin produced the world’s heaviest ringspun denim (16oz), featuring the famous tri-colour ‘Rainbow’ selvage, still in use within this collection. the origianl pieces were so heavy, they were reputed to stand up by themselves.
During the 1970’s Edwin were the first company in the world to develop ‘old wash’, designed to replicate denim worn for a long period of time showing natural wear patterns.
The 1980’s saw a truly innovative progression with Edwin inventing the ‘Stone Washing’ technique, a pivotal moment in the evolution of denim manufacture.
Edwin created the ‘New Vintage’ denim concept during the 1990’s, designed to hand-replicate the subtle beauty of original vintage washes.
Edwin is an authentic Japanese 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.
Edwin. Proudly manufacturing to the highest quality as standard.