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.
Within only one single year, Unionville in Stockholm has become one of the most noteworthy denim retailers in Europe, and the shop is without a doubt the denim capital of Scandinavia. In December 2011, Unionville celebrated it’s 1 year birthday, but the road to success has not always been an easy ride. The secret is passion, and a whole lot of it. I’ve waited a long time to visit the store, and it fully met my expectations.
These Japanese were showing of at the Bread & Butter fair. But when you come out this strong with stunning products, I guess it’s okay. I had a very close look at some of the items from the Overworks Factory collection, which is the top-of-line from Edwin, and it literally feels like this could as well be a collection of only originals. The detailing is second to none, and the quality of the fabrics and handcraft put into these products is unbelievable. This report will mainly feature pictures from the Edwin stand at the fair as I later this spring will visit Edwin in their European headquarters to do a full review of the collection and the brand.