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Edwin brand history

Edwin brand history
13th February 2019 Luke

The Edwin brand was created from founder Mr Tsunemi’s love of denim, beginning in Japan in 1947. Edwin is an anagram of ‘Denim’, the ‘m’ flipping into a ‘w’. At the point of the brand’s inception, denim was not made in Japan, it had to be imported from the US but without the worn, rugged finish that Mr Tsunemi longed for.
It was this that spurred him on to manufacture his own denim, one of the highest quality he could muster and to his exacting specifications. After this process was refined came the very first pair of Edwin jeans in 1961.
The variety and innovation behind the different washes made Edwin jeans unique. Mr Tsunemi favoured the worn, aged denim of vintage American styles; this led him to finish denim differently, to remove the need to wear in jeans to get that longed-for style.
It wasn’t until the 1980s when he patented a technique that changed the world of denim forever. Edwin was the first manufacturer in Japan to use stone-wash techniques, a technique that is now used by denim manufacturers across the world, making Edwin jeans a pivotal part of denim history.
Selvedge or selvage denim refers to the way that the denim is finished at the edge of the fabric; instead of a raw edge, the fabric is self-finished. Selvedge denim jeans can be spotted by the iconic white and red tape edge at the inner seam, they are crisply finished and will never fray. The brand has its own selvedge technique, you can see their signature Edwin rainbow selvage within our Edwin range. Along with raw denim (referring to the wash), selvedge jeans are a denim connoisseur’s first choice.
Step forward to the modern day and Edwin jeans are still going strong. After introducing a range of Edwin clothing, the brand is worn all around the world by everyone from Brad Pitt to David Beckham to the guy sitting next to me in the office.
Edwin is a progressive denim brand that blends their Japanese background, craftsmanship and expertise with a European contemporary flavour, vision and attitude.
If you’re interested in looking after your jeans, follow our tips for your denim care from how to wash jeans to how to fold denim correctly:
– For high quality denim such as Edwin jeans washing isn’t always essential; preserve the quality of your denim by avoiding washing them in the machine for the first six months to really break them in.
– If you do need to wash your jeans, turn them inside out to preserve the colour, and use a short, low temperature cycle like a rinse. Handwashing is a better method but more time-consuming.
– When folding your jeans, lay them flat, fold in half from left to right, grab the cuffs and fold upwards. Fold in half again and you’re done; a perfectly folded pair of jeans. This is to ensure there’s room between the layers for the denim to breathe, preserving the quality.