In little over a decade, SUN/SET/STAR has manifested itself as the destination for good denim in Austria. It’s located in Graz, Austria’s second largest city with 300.000 inhabitants. The concept of the shop is based on the keywords quality and sustainability, identification and history, and independence and individuality, which the two owners Steve and Gerry use as a mindmap for every decision they make for the shop. Both are deeply rooted in the Austrian punk rock scene, which, along with their mutual interest in products that become better with age, is the basis for the merchandising for the shop. SUN/SET/STAR is more than just a fashion store and Steve and Gerry take pride in providing their customers with personal advice and a feels-like-home atmosphere alongside with handpicked items that each tells a story.
Last week I had the pleasure of meeting Rey Gautier, creative director for Edwin Europe, and while we were talking about the Japanese collections and especially the Vintage stuff, Rey mentioned he had a couple pairs of the 50′s jeans that he had being wearing in. Let’s just say he did a pretty good job. Since he joined Edwin about four years ago, Rey has been living in France with his wife and four children where he has been rebuilding a century old house with mud and straw walls from the ground up. While working Rey naturally wore his Vintage 50′s jeans. Obviously, it matters a lot what you do while wearing in your jeans.
As part of my job with Edwin, earlier this fall I hit the Danish country roads to have a closer look at the highlights of the provincial shopping opportunities spread around our country. My schedule took me to Esbjerg, a seaport located on the south western coast of Jutland and Denmark’s fifth largest city. For almost three decades, Jill & Joy has been the main fashion and denim outlet of the city, a position they’ve cemented earlier this year with a complete interior redecoration cornered by a wall of denim. Step inside and have a sneak peek for yourself.
Let me be completely honest about this, once you get outside of Copenhagen there isn’t really that much to explore for hardcore denim nerds in Denmark. Sure, there are a few decent shop scattered around the country that know a thing or two about denim and run a tight operation, one of such is Kul & Koks. Located in Kolding on the southern east coast of the Jutland peninsula, Kul & Koks is the no. 1 shopping destination for the 90,000 residents of the Kolding municipality. The shop celebrated its 20th anniversary in November 2011 and for almost a decade Kul & Koks hasn’t been following the regular sales season – that’s how well-established the shop is.
Celebrating their 5th anniversary last Saturday, Burg&Schild officially launch their Black Collection comprised by four collaborations with four of their primary suppliers. Basically, the collection is an expression of the guys’ appreciation for black. They had been searching for black jeans and black logger boots without finding any and decided to makes something for themselves. Planning began about 8 months ago when Kay and Shane first got in contact with their suppliers.
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.
This fine gentleman is a regular customer with Brund in Copenhagen. He lives a bit north of our city, but he travels to Østerbro just to shop in Brund – and from what he’s wearing it seams Brund is one of the few places he shops. Last Saturday he came to buy a new pair of his favourite ED47 Rainbow selvage jeans, and he ended up taking home a pair of ED55′s as well. It’ll probably be a long time before he needs new jeans again.
Remember Martin who dug down a pair of jeans for 3 months in his parents’ backyard? Well, he has done it again, but this time he decided to soak a pair of jeans in the local river – and why not give them 3 months down there? Why you ask? Honestly, I really don’t know and I think you’ll have to ask Martin yourself, but it’s an interesting experiment nevertheless. But don’t try it at home kids.