The consumers’ brand awareness of Edwin arguably exceeds the sales figures. It’s still a niche brand but with a huge potential that speaks to denim connoisseurs and fashion trendsetters as well as family dads. Vintage (also frequently mistakenly referred to as Overworks Factory) is Edwin’s top tier heritage denim line and it’s strictly aimed at hardcore denimheads. Launched last year to celebrate the 50 years mark of Edwin’s denim production, it demonstrates that Edwin is still one of the best denim brands in the world. Everything is produced in Japan and the vintage Rainbow selvage denim is made exclusively for Edwin by the Nihonmenpu mill using artisan techniques and machinery. Superdenim describe it as, “the best denim we have ever seen. The fit, cloth and detailing is second to none.” But have a closer look and decide for yourself.
Taken from the press release from Edwin (Europe), for the spring season of 2013 the designers have found inspiration in “the life, work and road-tripping lifestyle of ‘One Flew Over the Cuckoo’s Nest’-author, Ken Kesey.” Premium Japanese fabrics are used to create a strong, solid and adaptable line-up that supports the classic styling or a counter-cultural aesthetics. Still, the classic indigo dyed five-pocket jeans that Edwin is famous for form the foundation for the collection, yet a strong palet of colours of innovative and improvised sensibility synonymous with the beat generation is added.
Edwin has recently opened a new shop in London, and if you don’t have the opportunity to visit it yourself physically you can watch this short promotional video that they made to celebrate the opening of the shop.
Japanese denim is often associated with high quality and equivalently high prices. Edwin is an exception, and the company has managed to combine high quality with affordable prices by creating a unique and recognizable design that stand out among the other Japanese brands, meticulously copying old Levi’s and Lee models.