This time we exaggerated.
If we change the order of the letters that make up the word DENIM and turn the M which becomes a W, the word EDWIN is born.
When it comes to jeans, it is inevitable to talk about EDWIN, the Japanese brand that made the history of denim.
In 1947, in Tokyo, Japan, there is a shop that sells US Army uniforms. In those same years, the owner's son, Shuji Tsunemi, the current president of EDWIN, was born.
Tsunemi initially decided not to take care of the family business, but to continue his studies in the United States, at Saint Louis University.
His studies of him, his training and the master's he obtained, were fundamental for what would later become the EDWIN brand.
In 1961, Tsunemi decided to take over his father's shop and embark on that path of continuous experimentation, which would lead him to establish himself in the world of denim.
In America Tsunemi had bought a large quantity of jeans and it was on those garments that he was able to experiment with different types of washes.
In 1963 he created a pair of jeans so heavy that they could stand alone, the garment weighed in fact 16 oz, the only one in the world.
The traditional Japanese passion for denim, the quality of the fabrics, craftsmanship, washing processes and advanced technologies are the distinctive features inscribed in the EDWIN brand.
It is to EDWIN that we owe that procedure used today by all the jeans companies on the planet that we know with the term "stone wash" and which marks a crucial turning point in the evolution of denim.
EDWIN's prestige, however, is not only given by innovations, but above all by the ancient respect for traditions that has always distinguished the Orientals.
The use of handlooms for the production of fabrics, natural fixings and artisanal attention to detail make EDWIN the most precious denim garment that completes your wardrobe.