Big E

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“Best in class,” is how the press material of the European newcomer, Big E jeans describes the brand. It’s quite a statement especially when your toying with the associations that denim enthusiasts normally link to jeans with Big E’s on them. Fortunately, Big E is able to meet the expectations without being just another replica brand as the products are clearly distinctive from their main source of inspiration.

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The focus of Big E is on classic jeans that are created with commitment to the original craftsmanship, and the brand is particularly proud of the sanforised selvage fabric used for the jeans. The distinctive design features were created from years of taking apart original collectible pieces, and every garment is produced with meticulous attention to detail. For instance, the arcuates on the back pockets are created as a tribute to the Golden Gate Bridge of San Francisco, mother of all denim jeans manufacturers. Also, there’s in put a lot of emphasise on the fact that no automated machines are used in the construction of these jeans, meaning that each pair may differ slightly, which only gives the products character.

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Like selling arguments of the early advertising age, Big E stresses functional production facts like the exclusive use of union special sewing machines for production, hidden rivets on back pockets, and lined back pockets. One interesting and rather unique fact is the hidden crotch rivet. The jeans in the pictures is the “Elvis,” a traditional slim fit. Other than that, the collection includes Evel, a traditional straight fit, the regular fitted Eli, and Errol that is a slim fit. All of them are available in dry denim.

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Big E was founded by Lloyd Biberfield who has worked his way up the ladder. Keen to learn about production, he eventually started he own company that soured high quality production for several UK brands. Like most entrepreneurs in the business, Lloyd wanted to be his own boss so he opened a factory from scratch. That was over twelve years ago and since then he has primarily worked for Paul Smith.

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Seven years ago Lloyd decided to try and give his take on recreation of traditional denim jeans and by late 2009 the first prototype of Big E jean was ready in his own factory. Nothing is left to chance and even the thread is sourced from the original denim thread supplier who’s history dates back to the late 1800s. The production time of Big E is also more than double the that spend on a standard pair of jeans.

The brand only supplies exclusively selected retailers throughout Europe, The US, Canada, and Japan including oki-ni, VMC, E35, and Uwe van Afferden. All are in consent with Big E’s plan for long term controlled and selected growth, which is handled by brothers Robin & Montgomery Juchems and their German-based company WUNSCHNAHT AG.

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Thomas Bojer

Founder and editor-in-chief at Denimhunters
Thomas got into denim through a keen interest in manufacturing and a love for the well-faded jean. He's based in Copenhagen, Denmark, but he travels as much as his job allows. Through Denimhunters he has found a way to share his passion with likeminded enthusiasts while learning more about the blue fabric. Thomas' favourite jean is the 1947 501XX and he has a soft spot for Red Wing Shoes.
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Published on 12 March 2012 8 Comments
  • Arie van den Berg

    I really wonder what Levi´s will think of this name, because in the LVC they also have big E in their collection (I wear Levi´s big E from 1966 now daily, because of my project with the Rotterdam Museum in the Netherlands).

    I know our famous Dutch brand G-Star also has had lot of troubles in the early 90´s with their former name Gap-Star. The Gap-company in the USA protested against it and started a cause against Gap-Star. They were forced to change their name and it became G-Star.

    Personal for me I am not so happy with this name Big E. It is something Levi´s has achieved throughout more than 130 years and now another brand is running away with it.
    I would never buy this Big E brand, just to stay loyal to my lovely Levi´s!!

    • Kirk Foot

      As I said (see below) agree with everything you said I think the name (Big E) sounds like an attempt of an “premium” line within, and by, H&M, Topshop, Gap or similar.

    • Kevin

      I actually sell big E jeans, however, I didn’t do the buying on them, and if that opportunity has arisen, I would have turned them down on the name alone, and am really surprised my colleges took them on. The denim is pretty good, nice golden gate articulate on the back pockets, nothing to offensive/subtle design elements, a decent newcomer-

      But the name is pure plagiarism. It lacks originality and lets the whole operation down. What a shame to but so much effort into a product, and then rip a name off! I think people who don’t know won’t care, but people who do know should care and not support a crass copied name no matter how good the product is. Why? Because it sends a message that ‘it’s OK to rip people off’, and there is too much of that watering down our industry as it is. Support originality.

      Change the name please big E!

  • http://www.misterfreedom.com Christophe Loiron

    Levi’s 501 jeans: the most actively milked cow in the denim business

  • Kirk Foot

    I agree with Arie. Am sure the quality is good enough but it is just too much of an obvious ripoff. Would never buy a pair. All 5-pocket jeans are, of course, copies of Levis but this is too blatant and silly to even be considered as witty. There is other brands out there, whom have done this in a more clever and innovative way.

  • Racketeer

    I’ve been wearing LVC for years and have been happy up until my last two pairs 501′s and 505′s. I usually wear 505′s and wanted a change so went for the 501′s. When I got them I thought the quality was not up to it’s usual standard. When I checked the label I found that they were made in Turkey and not like my previous pairs the are made in the USA. Phoned the shop I bought them from and was told that’s where they are made now! After about four months they were looking tiered so bought another pair of 505′s (made in Turkey) and they did not hold up ether, poor show!!
    So now if you want to buy Levis made in the USA to get the quality that made me buy them in the first place you need to spend £200+.
    LVC is not what they used to be and have lost a costumer!!
    Now I wear Big E, the value for your hard earned cash is second to none and it’s good to now that effort has went in to every pair.

  • Eddie

    Apart from the questionable choice of brand name, i think the products speak for themselves. They are very well made and the materials used are top notch. The bonus is that they’re not as overplayed (common) as Nudie and G-Star which i also own. Basically they don’t feel mass produced and overly commercial. I wore my aging Errol jeans and Eagle jacket in Tokyo last year and received several approving nods while out denim shopping in Ueno. That is a big deal considering that Japan is the new denim mecca.

  • http://www.jeansmuseum.org Ruedi Karrer

    Interesting new brand.
    Can’t wait to see a heavy used one from them reaching the Jeansmuseum of fadings one day