Yen Jeans

Yen Red Label Jeans Section:

The origin of "denim" is said to come from "Serge de Nimes", a fabric woven around the end of the 17th century in Nimes in the south of France. At that time, a large amount of indigo for dyeing denim was imported to this region. In about the middle of the 19th century, Levi Strauss, who was making trousers using tent fabric, came across the indigo denim. Soon, he introduced jeans as work wear, which has become a national wear in the United States in the 20th century. The second and third manufacturers followed him.

Even now, many manufacturers are continuing to produce jeans bearing various brands in the world. In Japan, numerous admirers of denims are producing replicas of a variety of vintage jeans popularized in the good old days, which made a great boom in early 90's. As a result of fierce competition among jean manufacturers of various brands, the replicas have reached a high degree of perfection. The market, however, has become more than saturated and consumers are expecting manufacturers to come up with the next step. It is true that not only vintage jeans' specifications such as a hidden rivet or chain stitch, but also elaborate processing that makes jeans look like used ones now appear utterly ordinary. Given this, just a copy of the jeans that used to be popular cannot satisfy consumers anymore.

"YEN JEANS" was introduced in 1995, when the replica jean boom began to die down. The concept of "YEN JEANS" is "Aizome (indigo dyeing) denim entirely made in Bingo(the ancient name for the eastern part of Hiroshima Prefecture), thought originated in Britain." They are never satisfied that "YEN JEANS" remains to be just a replica of old models, and are continuing to manufacture "YEN JEANS" products that have a taste of "Wa (Japanese-style)" and are one-step ahead of the times while reflecting the people of Bingo's determination to do better work and maintaining a high degree of perfection. YEN JEANS, solely made in Japan, is always seeking a way of changing the stereotypical view of jeans; breaking tradition and exploring the potential of denim design.

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