For 35 years, Edwin Japan have worked on improving efficiency, quality, construction and washing methods by studying and engineering machinery used in the denim manufacturing process.

It is impossible to improve what one makes without spending the time everyday to master what one does, turning ones profession into a craft. The denim technicians at Edwin are true craftsmen, as their commitment and attention to the product is unquestionably what makes the Edwin product stand out from the mass of denim available within the market today. Whilst this remains ‘production’, the working philosophy remains closer to a greatly more efficient and productive Artisanal method.

They are ‘engineers’. Each person, over the course of a long period is encouraged to be responsible for maintaining and improving their machines. This means that each machine is self-customised beyond standard industrial purposes, to create unique and specialised ways of making denim. Even within the well-known denim brands factories around the world, you will not see the level of customised machinery and attention to product that one can see at the Edwin factories in Japan. It is for this reason, many ‘core heritage’ Japanese denim brands wish to have their products made within the Edwin Japan factories. This is the unique strength of the Edwin Jeans brand, the product itself.

The majority of the technicians at the Edwin factories and laundry’s have worked within the company since the beginning. This means they have an acute understanding for their machine. Each technician is responsible for three machines on average, all performing different elements of the production process. They remain on these machines for the duration of the careers. There is almost now rotation of staff, offering complete consistency in the making.

The machines are completely unique and totally custom made, exclusively to EDWIN JAPAN, which sets EDWIN out as a denim manufacturer worldwide. There is not a single machine, which has not been customised by the technicians over the time they work on them.

The technicians themselves are trained for two years with a veteran of their particular machines, prior to them leaving for retirement. This ensures absolute consistency and understanding for high quality workmanship. As the factories have been operating 35 years, there is now a seeding of new, younger apprentices learning the ropes, thus setting of the career cycle.

There are many elements unique to EDWIN Japan manufacturing, for which unfortunately we are not able to show images. This is due to the secretive nature of the processes, elements having been invented by EDWIN, and must be respected and protected. There are a wide variety of processes invented by the denim engineers and designers themselves, which set new standards within the industry offering evolution and ingenuity.

The laundries are incredible, with bespoke and exclusively made machines. Unique ways of washing, dying, drying and above all water purification and recycling. The water is purified to the point whereby once all the indigo and other impurities have been extracted, fish are able to swim in tank of the purified water.

These elements have been in place for many years, and yet never spoken about or promoted as a marketing tool. This is because Edwin esteems this to be a ‘standard’ process. It is simply the way of EDWIN manufacture and not a simple ‘marketing’ idea.

Future inhabitants of the earth controlling their avatars from home in comfortable jumpsuits are reflected upon in the collection through a strong sports attire reference. Why not imagine the earth being covered in garbage, and humans in tracksuits living on a spaceship waiting for the robots to clear it up? A lack of human labour, fully sponsored lives and need for extreme self-exposure manifests trough super-stupid prints for AW2011.

Crinkled and sheer fabrics, net and organza suggests all day nudity when we no longer need to step outside. Cocoon like shapes is our interpretation of future endeavours in spirituality and religion. Exposed seams and anti fi t silhouettes gives utterance to our inner spirits. A darker side of our future visions shows a post apocalyptic earth, full of metal scraps and garbage. By using home made type of dyes, rubberised denim and dirty tints we gave the collection a dark, futuristic look. This image also gave birth to a strict, army inspired look with chimney collars.

In addition to the success of the Cheap Monday tight jeans sees the evolution Cheap Monday slim chino, now available in an array of great colour ups. The Cheap Monday Nyder Parka, Neo Check shirt, To Solid T-shirt and Zamak knitted jumper also feature again this season.

Fjallraven’s most-sold bag, this retro European school pack features a clean, boxy cut and simple build. Standout detailing includes removeable seat, newspaper pocket to the side, safety reflector within the Fjallraven logo, name and address tag inside and zippered pocket to the front.

This Fjallraven bag is contructed with Vinylon F, the functional fabric that has made Kanken rucksack day pack seemingly immortal for the last 25 years.

The stats…
Weight: 290g / Depth: 13cm /  Height: 38cm / Width: 27cm / Volume: approx 16L / Pockets: 2 Side & Zippered Front

The stats…
Material: 60/40 Cotton Nylon
Lining: 80/20 down
Closure: Zipper and poppers

The Chukka Del Barco Mid looks to be a key style for the future and the Sk8-Hi Hiker boot is perfect for the winter campaign.

The Vans Authentic line sees an abundnace of new colour options – black/gum, tawny port, port royale, blue jewell are just a selection. There is also of couse your favourite core styles and colours available to buy online.

There are a slew of new styles to keep you feet happy from the Lou 2 EVA Sole Mid-Boot in dirty brown, the Swear Logan 3 Brogue in tan, Cedric Vintage lace-up shoes in rosewood brown. The Swear boots collection sees the introduction of the Chaplin 7 Lace up boots in black and not to mention our personal favourites the Swear Davis desert boots in grey boots made from premium tumbled leather.

The inspiration to this seasons Edwin: “Following the Second World War, the American occupation forces remaining in Japan helped to introduce denim ‘jeans’ culture, which would become a global cultural phenomenon.

In 1947, Tsunemi Yonehachi Shoten was established as a U.S Military Surplus clothing store in the Nippori district of Tokyo. The store was a family business, and was to be the starting point for the EDWIN brand, as we know it today. After many years of dedication to the Tsunemi Yonechi Shoten business, Shuji Tsunemi, the son of the founders was passed ownership in 1961. Mr Tsunemi, had an acute understanding for the power of denim culture, and the potential it represented, having spent some years studying in California.

He recognised the opportunity for importing used, five pocket denims from the U.S. and that year the Tokyo store changed its name to EDWIN (using the letters from the word DENIM, and flipping the M to a W) and quickly became the specialist in reconditioned second hand denims. We are proud to release the 2011 Fall / Winter collection and celebrate the 50th year of premium quality jeans manufacture, utilising many exclusively developed fabrics both in Japan and Europe.

Fans might know Edwin for its strong denim line, but its full collections are always complete with other gems as well. For the Fall/Winter 2011 collection, Edwin releases a great selection of outerwear, knits, and flannels. Its vintage inspirations are noticeable in the awesome selection of T-shirts.”

The fantastic Velour clothing fall/winter 2011 lookbook was photographed in the same old store Per’s grandparents ran. Named ‘Inheritance’ the collection is inspired by the label’s very own history and features a slew of classic garments.The Velour Adan chinos are featured in a number of appealing new colours and vintage washes alongside interesting T-shirts. Some of the shirting is made from ecological fabrics, whilst others use an array of fabrics from corduroy, chambray and poplin. Outerwear is particularly strong with warm winter Velour jackets including waxed cotton and  authentic detailing leather trim and wooden toggles.