The Edwin brand was created from its founder Mr Tsunemi’s love of denim, beginning in Japan in 1947. 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 lead 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. Mr Tsunemi invented stone-washing, a technique that is 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 clothing on Coggles. 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 David Beckham to the guy sitting next to me in the office.
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. There are a few techniques you can use including placing them in a plastic bag and leaving them in the freezer overnight once or twice a month, just air them out in the morning and all the bacteria will be gone.
– If you do need to wash your jeans, turn them inside out to preserve the colour.
– 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.
– If you need to stretch your jeans, dampen them and stretch using your hands. This will loosen up the fibres and give you a little more breathing room.
– If you want to give your jeans a sheen, rub baby oil on your legs before putting them on, this is absorbed into the denim and gives them a rich shine.
Shop the new Edwin jeans collection on Coggles here.
Words by Clare Potts. Images courtesy of Edwin