EDWIN

Japanese Selvedge Denim Jeans and Clothing

EDWIN Jeans is a Japanese denim brand with a rich and influential history in the global fashion industry. The story of EDWIN begins in post-war Japan, a time when the country was rapidly rebuilding its economy and infrastructure. In the 1940s and 1950s, American goods, particularly denim jeans, were in high demand among the Japanese youth. These jeans represented a symbol of Western freedom and culture, and they were often hard to come by in Japan. One man, Tsunemi Yonehachi, saw an opportunity in this demand and began importing used American jeans to sell in Japan.

Tsunemi was passionate about denim and obsessed with its quality, character, and potential. By 1947, he had started the company that would later become EDWIN, importing second-hand jeans from the United States. These jeans, though popular, were worn and often in poor condition, prompting Tsunemi to consider how he could create something better — something that was Japanese-made, but on par with or even superior to American jeans. The turning point came in 1961, when the first pair of EDWIN jeans was officially manufactured in Japan. The brand name itself is a play on the word “denim,” rearranged and with the “M” turned upside down to form a “W”.

EDWIN distinguished itself by focusing on innovation and quality. At a time when denim was generally considered a workwear fabric, the brand elevated it into a fashion statement. It introduced unique denim fabrics and developed advanced dyeing and washing techniques that had not been seen before. Among its most important contributions to the industry was the invention of the “old wash” process in the 1970s, which replicated the look and feel of naturally aged denim. This was revolutionary at the time and laid the groundwork for the stone wash and acid wash trends that became global sensations in the 1980s and 1990s.

By the 1980s, EDWIN had firmly established itself as a leader in the Japanese denim scene, competing with emerging brands like Evisu, Studio D’Artisan, and later, brands such as Samurai Jeans and Iron Heart. But what set EDWIN apart was its ability to blend technical craftsmanship with modern fashion sensibilities. The brand invested heavily in research and development, continually refining the fit, feel, and finishes of its products. Its jeans were not only durable and well-constructed but also tailored and stylish, appealing to a broad customer base.

One of the key factors in EDWIN’s success was its strict attention to detail and its commitment to using high-quality, domestically-produced materials. Japanese selvedge denim, woven on old shuttle looms and known for its durability and rich texture, became a signature of the brand. This focus on quality resonated with denim enthusiasts around the world, and EDWIN began to gain a reputation beyond Japan’s borders. Western fashion designers and collectors started to take notice, and EDWIN became synonymous with premium Japanese denim.

In the 1990s and 2000s, EDWIN expanded its international reach, particularly in Europe. The brand became a staple in fashion-forward cities like London, Paris, and Berlin, where its jeans were appreciated for their authenticity and craftsmanship. EDWIN collaborated with a number of influential designers and retailers, further cementing its status as a leading name in the global denim industry. Yet, even as it grew, the company remained true to its roots, continuing to design and manufacture in Japan, staying committed to traditional techniques while embracing innovation.

Today, EDWIN stands as a symbol of Japanese precision and craftsmanship. It is respected not only for its history but also for its influence on denim culture worldwide. While the denim industry has become saturated with mass-produced products, EDWIN remains a favorite among connoisseurs who value the story behind what they wear. The brand’s jeans are more than just clothing; they are a testament to decades of refinement, a blend of tradition and modernity, and a deep respect for the fabric that started it all.